Expertise in Structural Equation Modeling & Marketing

Prof. Dr. Jörg Henseler holds the Chair of Product-Market Relations at the Faculty of Engineering Technology of the University of Twente, Enschede, The Netherlands. Moreover, Jörg Henseler is Visiting Professor at NOVA Information Management School, Universidade Nova de Lisboa, Portugal, and Distinguished Invited Professor in the Department of Business Administration and Marketing at the University of Seville, Spain. Before, he was Associate Professor of Marketing at the Institute for Management Research, Nijmegen School of Management, Radboud University Nijmegen, The Netherlands. From April 2010 to March 2011, he also served as Acting Head of the Department of Marketing and Market Research, University of Cologne, Germany. His broad-ranging research interests encompass empirical methods of marketing and design research as well as the management of design, products, services, and brands. His outstanding teaching performance has earned him repeated recognition as "Teacher of the Year" according to Master’s in Marketing students.

Prof. Henseler is a leading expert on partial least squares (PLS) path modeling, a variance-based structural equation modeling technique that is particularly useful in studies focused on the success factors for businesses. He has written several academic articles and edited two books on PLS (click here for a full list of publications). A popular guest speaker, Prof. Henseler has been invited by universities around the world–including Beijing University of Aeronautics and Astronautics (China), Freie Universität Berlin, University of Cologne, University of Duisburg, University of Hamburg, University of Kaiserslautern, University of Paderborn (all Germany), Corvinus University Budapest (Hungary), Universidad Iberoamericana (Mexico), VU University Amsterdam, University of Groningen (both The Netherlands), University of Coimbra, Universidade Nova de Lisboa (both Portugal), University of Ljubljana (Slovenia), Universidad de Sevilla (Spain), Université de Fribourg (Switzerland), The University of Manchester, Warwick Business School (both UK), and Georgia State University in Atlanta (USA)–to speak to students, faculty, and professionals about structural equation modeling.

On a regular basis, Prof. Henseler provides seminars on PLS path modeling at the PLS School, through which hundreds of scholars and practitioners have been trained in structural equation modeling.

Prof. Henseler contributes to the scientific community and serves as reviewer for several scholarly journals.