In order to determine the status quo of PLS path modeling in international marketing research, we conducted an exhaustive literature review. An evaluation of double-blind reviewed journals through important academic publishing databases (e.g., ABI/Inform, Elsevier ScienceDirect, Emerald Insight, Google Scholar, PsycINFO, Swetswise) revealed that more than 30 academic articles in the domain of international marketing (in a broad sense) used PLS path modeling as means of statistical analysis. We assessed what the main motivation for the use of PLS was in respect of each article. Moreover, we checked for applications of PLS in combination with one or more additional methods, and whether the main reason for conducting any additional method(s) was mentioned.

This perspective article on using partial least squares structural equation modelling (PLS-SEM) is intended as a guide for authors who wish to publish datasets that can be analysed with this method as stand-alone data articles. Stand-alone data articles are different from supporting data articles in that they are not linked to a full research article published in another journal. Nevertheless, authors of stand-alone data articles will be required to clearly demonstrate and justify the usefulness of their dataset. This perspective article offers actionable recommendations regarding the conceptualisation phase, the types of data suitable for PLS-SEM and quality criteria to report, which are generally applicable to studies using PLS-SEM. We also present adjusted versions of the HTMT metric for discriminant validity testing that broaden its applicability. Further, we highlight the benefit of linking data articles to already published research papers that employ the PLS-SEM method.

Purpose: – Structural equation modeling (SEM) has been widely used to examine complex research models in international business and marketing research. While the covariance-based SEM (CB-SEM) approach is dominant, the authors argue that the field’s dynamic nature and the sometimes early stage of theory development more often require a partial least squares SEM (PLS-SEM) approach. The purpose of this paper is to critically review the application of SEM techniques in the field.Design/methodology/approach: – The authors searched six journals with an international business (and marketing) focus (Management International Review,Journal of International Business Studies,Journal of International Management,International Marketing Review,Journal of World Business,International Business Review) from 1990 to 2013. The authors reviewed all articles that apply SEM, analyzed their research objectives and methodology choices, and assessed whether the PLS-SEM papers followed the best practices outlined in the past.Findings: – Of the articles, 379 utilized CB-SEM and 45 PLS-SEM. The reasons for using PLS-SEM referred largely to sampling and data measurement issues and did not sufficiently build on the procedure’s benefits that stem from its design for predictive and exploratory purposes. Thus, the procedure’s key benefits, which might be fruitful for the theorizing process, are not being fully exploited. Furthermore, authors need to better follow best practices to truly advance theory building.Research limitations/implications: – The authors examined a subset of journals in the field and did not include general management journals that publish international business and marketing-related studies. Fur-thermore, the authors found only limited use of PLS-SEM in the journals the authors considered relevant to the study.Originality/value: – The study contributes to the literature by providing researchers seeking to adopt SEM as an analytical method with practical guidelines for making better choices concerning an appropriate SEM approach. Furthermore, based on a systematic review of current practices in the international business and marketing literature, the authors identify critical challenges in the selection and use of SEM procedures and offer concrete recommendations for better practice.