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 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.


Partial Least Squares
Structural Equation Modeling
Composite Materials
Partial Least Squares

Ancillary Activities

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


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.


Henseler, J., & Schmidt, H. (2018). The use of design thinking within the brand management discipline: A literature review. Paper presented at Markentag 2018, Koblenz, Germany.
Österle, B. M., Kuhn, M., & Henseler, J. (2018). The dynamic nature of brand experience. Paper presented at 21st AMS World Marketing Congress 2018, Porto, Portugal.
Somers, C. E., Stockstrom, C., & Henseler, J. (2018). Analyzing sequential choice in online innovation communities. In 16th International Open and User Innovation Conference
Henseler, J., Müller, T., & Schuberth, F. (2018). New guidelines for the use of PLS path modeling in hospitality, travel and tourism research. In F. Ali, S. M. Rasoolimanesh, & C. Cobanoglu (Eds.), Application of partial least squares : Structural equation modeling (PLS-SEM) in tourism and hospitality research Emerald.
Schuberth, F., Henseler, J., & Dijkstra, T. K. (2018). Confirmatory Composite Analysis. Paper presented at Meeting of the Working Group SEM, Amsterdam, Netherlands.
Honkisch, C. A., Pereira Pessoa, M. V., & Henseler, J. (2018). Engineering change management from the viewpoint of corporate reputation. In DS92: Proceedings of the DESIGN 2018 15th International Design Conference (pp. 589-600). DOI: 10.21278/idc.2018.0170
Henseler, J. (2018). Using Composite Models as Auxiliary Theories in Marketing Research. Paper presented at 47th EMAC Annual Conference, Glasgow, United Kingdom.
M. Klesel, M., Schuberth, F., Henseler, J., & Niehaves, B. (2018). A Test for Multigroup Comparison in Partial Least Squares Path Modeling. Internet research, [IntR-11-2017-0418]. DOI: 10.1108/IntR-11-2017-0418

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Contact Details

Visiting Address

University of Twente
Faculty of Engineering Technology
Horst Complex (building no. 20), room W244
De Horst 2
7522LW  Enschede
The Netherlands

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Mailing Address

University of Twente
Faculty of Engineering Technology
Horst Complex  W244
P.O. Box 217
7500 AE Enschede
The Netherlands

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