IMTC

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

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.

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

The workshop is chaired by Prof. Dr. Christian Ringle and Prof. Dr. h.c. Marko Sarstedt.

Importance and Performance meets necessary conditions: How to gain more from your PLS-SEM analysis

At the Isola di San Servolo, on Thursday, January 23^th

1- Background on the combined use of PLS-SEM and the NCA

This research methods workshop introduces participants to partial least squares structural equation modeling (PLS-SEM) and necessary condition analysis (NCA), two complementary quantitative methods that offer a robust framework for theory testing and empirical analysis. PLS-SEM, is a popular regression-based technique used to estimate complex models with latent variables while accounting for measurement error. Since the early 2000s, PLS-SEM has gained widespread adoption across disciplines such as (international) marketing and management research. Operating within a sufficiency logic, PLS-SEM helps empirically identify determinants (X) that increase or lead to an outcome (Y), which is crucial for deriving actionable managerial recommendations.

In contrast, NCA adopts a necessity logic, aiming to identify conditions that must be present for an outcome to occur—expressed as “X is necessary for Y.” Necessary conditions act as bottlenecks or critical constraints such that the absence of these factors guarantees failure. This logic complements the sufficiency perspective of PLS-SEM and has gained notable academic traction due to its practical relevance.

The combined application of PLS-SEM and NCA, particularly via the importance-performance map analysis (IPMA), enables researchers to distinguish between “should-have” factors that enhance outcomes (sufficiency) and “must-have” factors that are indispensable prerequisites (necessity).

2- Workshop objectives and learning outcomes

This workshop will explore the concepts of sufficiency and necessity logic and the foundational principles behind the combined use of PLS-SEM and NCA. Participants will develop a solid understanding of PLS-SEM’s IPMA, NCA, and how these methods can be integrated effectively in the combined importance-performance map analysis (cIPMA). Using a case study, we will demonstrate the application of these techniques with the SmartPLS 4 software.

Specifically, participants will gain knowledge in the following areas:

Foundations of PLS-SEM and the importance-performance map analysis (IPMA)
Necessary condition analysis (NCA)
Combines application of PLS-SEM’s IPMA and NCA (cIPMA)
Hands-on case study using SmartPLS including reporting and interpreting results

This workshop is designed for researchers seeking to incorporate advanced methodological approaches into their studies and publications. Participants should have had some exposure to SEM methods, preferably PLS.

3- Teaching and learning methods

The workshop is based on these textbooks:
- Dul, J. (2020). Conducting Necessary Condition Analysis. Thousand Oaks, CA: Sage.
- Dul, J. (2021). Advances in Necessary Condition Analysis, Version 0.1. Online book retrieved from: https://bookdown.org/ncabook/advanced_nca2/.
- Hair, J. F., Hult, G. T. M., Ringle, C. M., and Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). 3^rd edition. Thousand Oaks, CA: Sage.
- Hair, J. F., Sarstedt, M., Ringle, C. M., and Gudergan, S. P. (2024). Advanced Issues in Partial Least Squares Structural Equation Modeling (PLS-SEM). 2^nd edition. Thousand Oaks, CA: Sage.
Presentations: The session will cover theory and its application.
Computer exercises using the latest SmartPLS 4 software version.

4- Registration and teaching resources

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.

5- Schedule

Time : Not yet defined	Topic
	Introduction to PLS-SEM, the IPMA, and the SmartPLS software
	Break
	The combined use of PLS-SEM and NCA with practical application using a case study and the SmartPLS software

6- Instructor and a short bio

More information: https://www.som.lmu.de/marketing/en/institute/contact-page/marko-sarstedt-dbe5e476.html

7- References

Ahrholdt, D. C., Gudergan, S. P., & Ringle, C. M. (2019). Enhancing Loyalty: When Improving Consumer Satisfaction and Delight Matters. Journal of Business Research, 94(1), 18-27.

Becker, J.-M., Cheah, J. H., Gholamzade, R., Ringle, C. M., & Sarstedt, M. (2023). PLS-SEM’s Most Wanted Guidance. International Journal of Contemporary Hospitality Management, 35(1), 321-346.

Bergh, D. D., Boyd, B. K., Byron, K., Gove, S., & Ketchen, D. J. (2022). What Constitutes a Methodological Contribution?, Journal of Management, 48(7), 1835-1848.

Bokrantz, J., & Dul, J. (2023). Building and Testing Necessity Theories in Supply Chain Management. Journal of Supply Chain Management, 59(1), 48-65.

Dul, J. (2016). Necessary Condition Analysis (NCA): Logic and Methodology of “Necessary but not Sufficient” Causality. Organizational Research Methods, 19(1), 10-52.

Dul, J. (2020). Conducting Necessary Condition Analysis. London: Sage.

Dul, J. (2024). A Different Causal Perspective with Necessary Condition Analysis. Journal of Business Research, 177, 114618.

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., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to Use and How to Report the Results of PLS-SEM. European Business Review, 31(1), 2-24.

Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research. Journal of the Academy of Marketing Science, 40(3), 414-433.

Hauff, S., Guerci, M., Dul, J., & van Rhee, H. (2021). Exploring Necessary Conditions in HRM research: Fundamental Issues and Methodological Implications. Human Resource Management Journal, 31(1), 18-36.

Hauff, S., Richter, N. F., Sarstedt, M., & Ringle, C. M. (2024). Importance and Performance in PLS-SEM and NCA: Introducing the Combined Importance-Performance Map Analysis (cIPMA). Journal of Retailing and Consumer Services, 78, 103723.

Hegner-Kakar, A.-K., Richter, N. F., & Ringle, C. M. (2018). The Customer Loyalty Cascade and Its Impact on Profitability in Financial Services. In N. K. Avkiran & C. M. Ringle (Eds.), Partial Least Squares Structural Equation Modeling: Recent Advances in Banking and Finance (pp. 53-75). Cham: Springer.

Lin, C., & Lin, M. (2019). The Determinants of Using Cloud Supply Chain Adoption. Industrial Management & Data Systems, 119(2), 351-366.

Richter, N. F., & Hauff, S. (2022). Necessary Conditions in International Business Research: Advancing the Field with a New Perspective on Causality and Data Analysis. Journal of World Business, 57, 101310.

Richter, N. F., Hauff, S., Ringle, C. M., Sarstedt, M., Kolev, A. E., & Schubring, S. (2023). How to Apply Necessary Condition Analysis in PLS-SEM. In H. Latan, J. J. F. Hair, & R. Noonan (Eds.), Partial Least Squares Path Modeling: Basic Concepts, Methodological Issues and Applications (pp. 267-297). Cham: Springer.

Richter, N. F., Schubring, S., Hauff, S., Ringle, C. M., & Sarstedt, M. (2020). When Predictors of Outcomes are Necessary: Guidelines for the Combined Use of PLS-SEM and NCA. Industrial Management & Data Systems, 120(12), 2243-2267.

Richter, N. F., Sinkovics, R. R., Ringle, C. M., & Schlaegel, C. (2016). A Critical Look at the Use of SEM in International Business Research. International Marketing Review, 33(3), 376-404.

Riggs, R., Felipe, C. M., Roldán, J. L., & Real, J. C. (2024). Deepening Big Data Sustainable Value Creation: Insights Using IPMA, NCA, and cIPMA. Journal of Marketing Analytics, forthcoming.

Ringle, C. M., & Sarstedt, M. (2016). Gain More Insight from Your PLS-SEM Results: The Importance-Performance Map Analysis. Industrial Management & Data Systems, 116(9), 1865-1886.

Ringle, C. M., Wende, S., & Becker, J.-M. (2024). SmartPLS 4. Bönningstedt: SmartPLS. Retrieved from https://www.smartpls.com/

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. (2023). “PLS-SEM: Indeed a Silver Bullet” – Retrospective Observations and Recent Advances. Journal of Marketing Theory & Practice, 31(3), 261-275.

Sarstedt, M., Richter, N. F., Hauff, S., & Ringle, C. M. (2024). Combined Importance–performance Map Analysis (cIPMA) in Partial Least Squares Structural Equation Modeling (PLS–SEM): A SmartPLS 4 Tutorial. Journal of Marketing Analytics, forthcoming.

Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial Least Squares Structural Equation Modeling. In C. Homburg, M. Klarmann, and A. Vomberg (Eds.). Handbook of Market Research (pp. 1-47), Cham: Springer.

Sukhov, A., Olsson, L. E., & Friman, M. (2022). Necessary and Sufficient Conditions for Attractive Public Transport: Combined Use of PLS-SEM and NCA. Transportation Research Part A: Policy and Practice, 158, 239-250.

Tiwari, P., Kaurav, R. P. S., & Koay, K. Y. (2024). Understanding Travel Apps Usage Intention: Findings from PLS and NCA. Journal of Marketing Analytics, 12(1), 25-41.

Wold, H. (1982). Soft Modeling: The Basic Design and Some Extensions. In K. G. Jöreskog & H. Wold (Eds.), Systems Under Indirect Observations: Causality, Structure, Prediction: Part II (pp. 1-54). Amsterdam: North-Holland.

Wold, H. (1985). Partial Least Squares. In S. Kotz & N. L. Johnson (Eds.), Encyclopedia of Statistical Sciences (pp. 581-591). New York: Wiley.

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

Limited number of places.

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