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The MEET THE EDITORS sessions are an opportunity to directly interact with journal editors and find out about the specificities and requirements of each of them to help the researchers improve their publication records.

At IMTC, the conference participants have the possibility to meet editors of both International and National publications such as:

• Journal of Marketing Trends (International)
• European Journal of Marketing (International)
• European Management Journal (International)
• Journal of Interactive Marketing (International)
• Journal of Product and Brand Management (International)
• Recherches et Applications en Marketing RAM (France)
• Décisions Marketing DM (France)
• Sinergie – Italian Journal of Management (Italy)
• Etc…

The Managerial Impact Award is an international award to honour researchers for the managerial implications developed in their research work.

The International Marketing Trends Award Committee

• Pr. Alberto PASTORE, Università di Roma La Sapienza
• Pr. Michael HAENLEIN, ESCP Business School – Paris Campus

Nomination for the award

All universities, business schools, companies and institutions active in the field of Marketing Trends are encouraged to nominate candidates for the award. Self-applications will not be considered. Information about the nominations, investigations, and opinions concerning the award is kept secret.

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IMTC Managerial Impact Award 2026

• Pr. Werner J. REINARTZ

IMTC Managerial Impact Award 2025

• Pr. Mark SARSTEDT
• Pr. Christian RINGLE

IMTC Managerial Impact Award 2024

• Pr. Delphine DION
• Pr. David DUBOIS

IMTC Managerial Impact Award 2023

• Pr. Christian HOMBURG

IMTC Managerial Impact Award 2022

• Pr. Daniele FORNARI

IMTC Managerial Impact Award 2021

• Pr. Jean-Claude ANDREANI 
• Pr. Umberto COLLESEI 

Predictive Model Comparison and Selection in Marketing Research Using PLS-SEM

Thursday, January 21, 2027 | 15:00 – 18:30
Isola San Servolo, Venice (Italy)

Presenter: Prof. Dr. Christian M. Ringle
(Hamburg University of Technology, Germany, and James Cool University, Australia)

1       Overview

Session 1 (90 minutes):

• Overview of newest PLS-SEM advances and their usefulness for researchers and practitioners
• Predictive model assessment

Break (30 minutes)

Session 2 (90 minutes):

• Alternative models and results comparison (e.g., information criteria and Akaike weights)
• Predictive model selection (e.g., using the CVPAT)

2       Background

Models simplify reality to reveal key relationships. While they can’t capture all its complexity, their strength lies in clarity and focus. While highlighting meaningful relationships, no single model fully explains a phenomenon. Exploring theoretically plausible alternative models for explaining the phenomenon under study is therefore a crucial step in advancing scientific knowledge in that it promotes transparency and challenges the overreliance on any one framework.

Alternative models typically emerge when considering theories in new contexts with unique variables and effects, or when researchers build conceptual bridges across related streams of inquiry to provide a holistic understanding of the phenomenon. Given a set of alternative models, researchers then try to identify the model that best approximates the data generation process underlying the phenomenon under study. Model selection may focus on explanation and confirmation of theoretical models, on their predictive power, or on an integrated combination of both. The choice depends fundamentally on the specific goals of the research, and understanding this purpose is crucial for appropriate model evaluation and justification. The research and model selection process involves numerous decisions made by researchers, informed by theory, methods, data, and results.

3       Workshop set-up and goals

This workshop focuses on predictive model assess, comparison, and selection. In marketing research, partial least squares structural equation modeling (PLS-SEM) is a particular useful method for this purpose. After an introduction and overview of newest advances in PLS-SEM, this special conference workshops focuses on predictive model assessment using PLS_predict and the cross-validated predictive ability test (CVPAT). On these grounds, we will discuss on how to theoretically establish alternative model and compare their model estimation results. For the predictive model comparison and selection, information criteria and the CVPAT represent useful methods, which we will introduce dan discuss.

All concepts will be illustrated “hands-on,” using a case study and the broadly applied statistical software SmartPLS 4 software. The SmartPLS 4 software output diagnostics and interpretation of the results will be covered. Potential obstacles and “rules-of-thumb” to ensure appropriate application and interpretation of the techniques will be addressed.

4       Who should attend

Researchers wishing to learn more about the predictive estimation and assessment of alternative, their results comparison, and predictive model selection using the PLS-SEM method via the SmartPLS 4 software for their top-tier journal publications.

5       Teaching resources

• Certificate of attendance.
• Comprehensive lecture slides will be provided to all participants
• Bring your laptop computer and a 2 or 3-way power extension lead.
• Download and install the SmartPLS 4 software from https://www.smartpls.com/ before attending the workshop. Participants will receive further instructions and a two-month SmartPLS 4 software license key (shortly before the workshop starts).

6       Instructor and a short bio

Christian M. Ringle is a Chaired Professor of Management and Decision Sciences at the Hamburg University of Technology (Germany), and an Adjunct Professor at the James Cook University (Australia). His research, which has been cited more than 400,000 times (Google Scholar), focuses on management and marketing topics, method development, business analytics, machine learning, and the application of business research methods to decision making. Christian’s contributions have been published in journals such as Industrial Marketing Management, International Journal of Research in Marketing, Information Systems Research, Journal of the Academy of Marketing Science, MIS Quarterly, and Organizational Research Methods. Since 2018, Christian has been included in the Clarivate Analytics’ Highly Researchers list. He is a co-founder and co-developer of SmartPLS (https://www.smartpls.com), a statistical software with a graphical user interface. More information: https://www.tuhh.de/mds/team/prof-dr-c-m-ringle.html

7       Key literature

Prior exposure to PLS-SEM is recommended but not required. In any case, we recommend the following PLS-SEM literature:

• Sarstedt, M., Ringle, C. M., & Hair, J. F. (2025). Partial Least Squares Structural Equation Modeling. In C. Homburg, M. Klarmann, & A. E. Vomberg (Eds.), Handbook of Market Research (pp. 1-56). Cham: Springer.
• Sharma, P. N., Shmueli, G., Sarstedt, M., Danks, N., & Ray, S. (2021). Prediction-oriented Model Selection in Partial Least Squares Path Modeling. Decision Sciences, 52(3), 567-607.
• Sharma, P. N., Liengaard, B. D., Hair, J. F., Sarstedt, M., & Ringle, C. M. (2023). Predictive Model Assessment and Selection in Composite-based Modeling Using PLS-SEM: Extensions and Guidelines for Using CVPAT. European Journal of Marketing, 57(6), 1662-1677.

8       Additional literature recommendations

• Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2027). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (4 ed.). Thousand Oaks, CA: Sage.
• Guenther, P., Guenther, M., Ringle, C. M., Zaefarian, G., & Cartwright, S. (2023). Improving PLS-SEM Use for Business Marketing Research. Industrial Marketing Management, 111(May), 127-142.
• Hair, J. F., Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2024). Advanced Issues in Partial Least Squares Structural Equation Modeling (PLS-SEM) (2 ed.). Thousand Oaks, CA: Sage.
• Ringle, C. M., Sarstedt, M., Sinkovics, N., & Sinkovics, R. R. (2023). A Perspective on Using Partial Least Squares Structural Equation Modelling in Data Articles. Data in Brief, 48, 109074.
• Sarstedt, M., Hair, J. F., Pick, M., Liengaard, B. D., Radomir, L., & Ringle, C. M. (2022). Progress in Partial Least Squares Structural Equation Modeling Use in Marketing Research in the Last Decade. Psychology & Marketing, 39(5), 1035-1064.
• Sarstedt, M., Hair, J. F., & Ringle, C. M. (2022). “PLS-SEM: Indeed a Silver Bullet” – Retrospective Observations and Recent Advances. Journal of Marketing Theory & Practice, 31(3), 261-275.
• Liengaard, B. D., Sharma, P. N., Hult, G. T. M., Jensen, M. B., Sarstedt, M., Hair, J. F., & Ringle, C. M. (2021). Prediction: Coveted, Yet Forsaken? Introducing a Cross-validated Predictive Ability Test in Partial Least Squares Path Modeling. Decision Sciences, 52(2), 362-392.
• Sharma, P. N., Sarstedt, M., Ringle, C. M., Cheah, J.-H., Herfurth, A., & Hair, J. F. (2024). A Framework for Enhancing the Replicability of Behavioral MIS Research Using Prediction Oriented Techniques. International Journal of Information Management, 78, 102805.
• Sharma, P. N., Sarstedt, M., Shmueli, G., Kim, K. H., & Thiele, K. O. (2019). PLS-Based Model Selection: The Role of Alternative Explanations in Information Systems Research. Journal of the Association for Information Systems, 20(4), 346-397.
• Danks, N. P., Sharma, P. N., & Sarstedt, M. (2020). Model Selection Uncertainty and Multimodel Inference in Partial Least Squares Structural Equation Modeling (PLS-SEM). Journal of Business Research, 113, 13-24.
• Rigdon, E., Sarstedt, M., & Moisescu, O. I. (2023). Quantifying Model Selection Uncertainty via Bootstrapping and Akaike Weights. International Journal of Consumer Studies, 47(4), 1596-1608.

Additional literature: https://www.smartpls.com à Resources

During 1/2 day, the Paper Writing Workshop provides personalized guidance on how to write impactful academic papers and increase papers’ publication chances.

The workshop is chaired by Prof. Andrew FARRELL (Aston University Birmingham – United Kingdom) and Prof. Matti JAAKKOLA (The University of Manchester – United Kingdom).

This workshop is for anyone wanting to improve their researchand their writing and increase their chances of being published in highly ranked marketing journals. It will cover the process of writing up work for publication, including the major questions that review teams consider. The process of publication is difficult, but there are steps researchers can take to increase the chances of getting an acceptance. This workshop will cover these steps in detail, providing best practice examples and in-depth discussion.

Attendees will leave with a better understanding of the publication process, and how to write their work for maximum impact.

Fee included in conference registration costs, but the participants must register specifically for the workshop via the conference registration page.

Limited number of places.

„Marketing in the Year 2037“

Future Development of Marketing in Theory and Practice

Marketing management—across all sectors—faces significant challenges not only due to the highly dynamic technological changes occurring in every field, particularly regarding AI applications, but also because of their interplay with profound shifts in the political-legal, socio-cultural, economic, and ecological environments. The future landscape of markets and societies depends crucially on how the associated opportunities and risks are managed. Beyond marketing practice, the field of marketing scholarship is also specifically called upon to continually forge new paths in research, education, and the practical transfer of knowledge.

The “Marketing Trends Radar Workshop 2027” aims to provide a platform for dialogue between academics and practitioners, enabling them to exchange views on their initiatives regarding relevant future trends and to jointly highlight key trends and necessary changes in marketing academia and practice. At the same time, the workshop seeks to bring together individual initiatives already launched by academic marketing associations across various European countries to address the future of marketing.

In the run-up to the workshop, colleagues from across Europe will share their ongoing dialogue initiatives and existing hypotheses regarding the evolution of marketing in academia and practice online. During the workshop, these initiatives and future-oriented hypotheses will then be discussed in depth and ultimately synthesized to highlight key insights.

The workshop is chaired by Prof. Klaus-Peter Wiedmann, Leibniz University Hannover (Germany).

However, additional colleagues from various countries are also to be involved in the organization and moderation.

Prof. Paola Signori (University of Verona), who currently holds the chair of the Italian Marketing Association, has already agreed to serve as the workshop’s co-chair.

Once the team is fully established, we will provide further details regarding the process for information exchange leading up to the conference. Those interested may contact me directly in the meantime at wiedmann@m2.uni-hannover.de

Fee included in conference registration costs, but the participants must register specifically for the workshop via the conference registration page.

Limited number of places.

The Poster Fair of the International Marketing Trends Conference  will take place on will take place on January 24th, 2027.

To use the IMTC POSTER TEMPLATE to submit your proposal, click here. To connect to the POSTER SUBMISSION PLATFORM, you can click here. Information on the POSTER FAIR PUBLICATION RULES available here.

Submission and registration deadlines 

Submission deadlines  :

• 04 Sept. 2026 : Deadline POSTER submission

The Poster Fair is an important event of the conference programme. It is an opportunity to meet other researchers who share similar interests, share ideas and get credit for resumé -a true win-win!-. This format is ideal for meeting colleagues, discussing work with other conference delegates and heightening the participants’ career profile.

A separate room of the conference is dedicated to the poster sessions.

Please note that the participants should print their posters themselves and bring them to the conference for display. The posters should be A1 (59,4cm x 84,1 cm) format and printed on a single side.

The posters should also be readable in A4 format in order to be included in the conference proceedings.