As mixture regression models increasingly receive attention from both theory and practice, the question of selecting the correct number of segments gains urgency. A misspecification can lead to an under- or oversegmentation, thus resulting in flawed management decisions on customer targeting or...

Researchers and practitioners appreciate the various advantageous features that PLS-SEM, as a component-based approach to SEM, offers in practical applications. Although strategic management research relatively early on recognized PLS-SEM's flexibility regarding handling various modeling...

Purpose – Research on international marketing usually involves comparing different groups of respondents. When using structural equation modeling (SEM), group comparisons can be misleading unless researchers establish the invariance of their measures. While methods have been proposed to...