"PLS-SEM: indeed a silver bullet" - retrospective observations and recent advances

In 2011, the Journal of Marketing Theory & Practice published "PLS-SEM: Indeed a silver bullet," which became a cornerstone contribution in marketing. Critical reflection of research work is a fundamental building block of science, including one's own writing. In this spirit, we o...

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Bibliographic Details
Published inJournal of marketing theory and practice Vol. 31; no. 3; pp. 261 - 275
Main Authors Sarstedt, Marko, Hair, Joseph F., Ringle, Christian M.
Format Journal Article
LanguageEnglish
Published Routledge 03.07.2023
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Summary:In 2011, the Journal of Marketing Theory & Practice published "PLS-SEM: Indeed a silver bullet," which became a cornerstone contribution in marketing. Critical reflection of research work is a fundamental building block of science, including one's own writing. In this spirit, we offer a review of our own 2011 paper, assuming we were reviewers with today's background knowledge of the method. Taking a reviewer's perspective in our comments, we clarify several ambiguities in our initial overview presentation and offer updates of - from today's perspective- outdated descriptions that led to some criticisms in recent years which have since been overcome.
ISSN:1069-6679
1944-7175
DOI:10.1080/10696679.2022.2056488