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...

Purpose The purpose of this paper is to introduce the importance-performance map analysis (IPMA) and explain how to use it in the context of partial least squares structural equation modeling (PLS-SEM). A case study, drawing on the IPMA module implemented in the SmartPLS 3 software, illustrates...

Purpose – The purpose of this paper is to critically review the latest approaches for capturing and explaining heterogeneity in partial least squares (PLS) path modelling and to classify these into a methodological taxonomy. Furthermore, several areas for future research effort are introduced...

Purpose – The purpose of this paper is to provide an overview of unobserved heterogeneity in the context of partial least squares structural equation modeling (PLS-SEM), its prevalence and challenges for social science researchers. Part II – in the next issue ( European Business Review ,...

Purpose Part I of this article ( European Business Review , Volume 28, Issue 1) offered an overview of unobserved heterogeneity in the context of partial least squares structural equation modeling (PLS-SEM), its prevalence and challenges for social sciences researchers. This paper aims to...

Purpose – The authors aim to present partial least squares (PLS) as an evolving approach to structural equation modeling (SEM), highlight its advantages and limitations and provide an overview of recent research on the method across various fields. Design/methodology/approach – In this...