prof.dr.ir. J. Henseler (Jörg)

Chair of Product-Market Relations

About Me

Prof. dr. ir. Jörg Henseler holds the Chair of Product-Market Relations and he heads  the Department of Design, Production & Management 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. 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 Business Administration students.

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.


Composite Materials
Structural Equation Modeling

Ancillary Activities

  • Composite Modeling Verwaltungs GmbH
    Owner and member of the scientific advisory board
  • Jörg Henseler
    Providing courses on structural equation modeling
  • Universidade Nova de Lisboa
    Visiting Professor


Prof. dr. ir. 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, edited two books, and chaired two conferences on PLS (see below the full list of publications). A popular guest speaker, Prof. Dr. 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.


Recent Articles
Kristal, S., Baumgarth, C., & Henseler, J. (2017). Let's defend our brand!: A typology of response strategies to restore brand equity in non-collaborative brand co-creation. Paper presented at 12th Global Brand Conference of the Academy of Marketing, Kalmar, Sweden.
Henseler, J., & Roldan, J. L. (2017). Coping with endogeneity in composite modeling. Paper presented at 8th Annual Conference of the European Decision Sciences Institute , Granada, Spain.
Benitez Amado, J., & Henseler, J. (2017). Partial least squares path modeling using ADANCO 2.0. In 25th European Conference on Information Systems, pre-conference workshop, Guimarães, Portugal, June 7, 2017
Albort Morant, G., Henseler, J., & Leal-Millán, A. G. (2017). Absorptive external environmental knowledge to generate green product and process innovation. Paper presented at IFKAD 2017, St. Petersburg, Russian Federation.
Henseler, J. (2017). Some inconvenient truths about PLS path modeling. In 9th International Conference on PLS and Related Methods, Macau, China, June 17-19, 2017
Henseler, J. (2017). ADANCO 2.0.1. Paper presented at 9th International Conference on PLS and Related Methods 2017, Macau, China.
Fassott, G., & Henseler, J. (2017). Testing moderating effects in PLS path models with composite variables. In 9th International Conference on PLS and Related Methods, Macau, China, June 17-19, 2017.
Österle, B. M., Kuhn, M., & Henseler, J. (2017). Brand worlds: Evoking brand experiences in B2B. Paper presented at International Symposium/Workshop on “Branding in the Business-to-Business Context”, Auckland, New Zealand.
Kristal, S., Baumgarth, C., & Henseler, J. (2017). Brand meaning and equity in B-to-B markets: A brand co-creation view. Paper presented at BMM-EMAC 8th Biennial International Conference on business Market Management in Association with EMAC, Graz, Austria.
Benitez Amado, J., Henseler, J., & Castillo, A. (2017). Development and update of guidelines to perform and report partial least squares path modeling in Information Systems research. Paper presented at 21st Pacific Asia Conference on Information Systems, PACIS 2017, Langkawi, Malaysia.

UT Research Information System

Google Scholar Link

Contact Details

Visiting Address

University of Twente
Faculty of Engineering Technology
Horst - Ring (building no. 21), room W 244
De Horst 2
7522LW  Enschede
The Netherlands

Navigate to location

Mailing Address

University of Twente
Faculty of Engineering Technology
Horst - Ring  W 244
P.O. Box 217
7500 AE Enschede
The Netherlands

Social Media