prof.dr.ir. J. Henseler (Jörg)

Full Professor, Chair of Product–Market Relations

About Me

Prof. dr. ir. Jörg Henseler holds the Chair of Product–Market Relations, embedded in 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. He has written more than 90 journal publications and authored the book "Composite-Based Structural Equation Modeling: Analyzing Latent and Emergent Variables" published by Guilford Press, New York. Moreover, he has repeatedly been listed as a "Highly Cited Researcher" by Clarivate/Web of Science (see the news report). 

Henseler, Jörg (2020, in print). Composite-based structural equation modeling: Analyzing latent and emergent variables, New York: Guilford Press.

Prof. Henseler contributes to the scientific community and serves as a reviewer for several scholarly journals.

For more info about Jörg Henseler on the 'Featured Scientists' page, click below:


Business & Economics
Partial Least Squares
Structural Equation Modeling
Partial Least Squares
Structural Equation Modeling

Ancillary Activities

  • Universidade Nova de Lisboa
    Visiting Professor
  • Universidad de Sevilla
    Distinguished invited 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). 

Prof. dr. ir. Henseler aims at bridging behavioral and design science. His scientific work encompasses both discoveries (as a result of behavioral science) and inventions (as a result of design science).

Selected discoveries:

Selected inventions:

  • Confirmatory composite analysis (CCA; invented together with Theo K. Dijkstra and Florian Schuberth) is a multivariate statistical technique to estimate and assess composite models. CCA is implemented in the composite-based structural equation modeling software ADANCO and the R package csem.
  • The heterotrait-monotrait ratio of correlations (HTMT; invented together with Christian Ringle and Marko Sarstedt) is a means to assess the discriminant validity of latent variables without conducting a factor analysis. The HTMT is implemented as a web-based calculator, in the composite-based structural equation modeling software ADANCO, and in the R package csem.  

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. , Schuberth, F., Lee, N., & Kemény, I. (Accepted/In press). Why researchers should be cautious about using PLS-SEM. Industrial marketing management.
Grimm, N. , Henseler, J. , Österle, B., & Moss, C. (Accepted/In press). Towards true authentic corporate brands: an existential view. In Global Brand Conference 2024, Edinburgh, UK
A. Lambrecht, A. , Henseler, J., & Baumgarth, C. (Accepted/In press). Impact of Augmented Reality on Customer-Based Brand Equity: The Role of Narcissism. Paper presented at 17th Global Brand Conference 2024, Edinburgh, United Kingdom.
Henseler, J., Schmidt, H. J., & Redler, J. (2023). Design science and marketing: A perfect couple. Journal of Creating Value, 9(2), 160-165. https://doi.org/10.1177/23949643231200703
Graesch, J. P. (2023). Digital transformation of customer interactions: Aligning marketing, sales and IT. [PhD Thesis - Research UT, graduation UT, University of Twente]. University of Twente. https://doi.org/10.3990/1.9789036558044
Hübscher, C. J., Hensel-Börner, S. , & Henseler, J. (2023). Marketing education for sustainable development. Spanish Journal of Marketing - ESIC. https://doi.org/10.1108/SJME-06-2022-0131
Schuberth, F., Hubona, G., Roemer, E., Zaza, S., Schamberger, T., Chuah, F., Cepeda-Carrión, G. , & Henseler, J. (2023). The choice of structural equation modeling technique matters: A commentary on Dash and Paul (2021). Technological forecasting and social change, 194, Article 122665. https://doi.org/10.1016/j.techfore.2023.122665
Schuberth, F., Schamberger, T., Rönkkö, M., Liu, Y. , & Henseler, J. (2023). Premature Conclusions about the Signal-to-Noise Ratio in Structural Equation Modeling Research: A Commentary on Yuan and Fang (2023). British journal of mathematical and statistical psychology, 76(3), 682-694. https://doi.org/10.1111/bmsp.12304
Grimm, N. , Henseler, J. , Österle, B., & Moss, C. (Accepted/In press). Content as Currency: The Case of Siemens Corporate Newsroom. Paper presented at Global Brand Conference 2023, Bergamo, Italy.
Graesch, J. P., Hensel-Börner, S. , & Henseler, J. (Accepted/In press). Alignment throughout the Customer Journey - Shaping the Marketing, Sales, IT interface. In AMA Winter Academic Conference, Nashville, TN, February 10-12, 2023
Yu, X. , Schuberth, F. , & Henseler, J. (2023). Specifying composites in growth curve analysis. Abstract from Advanced Techniques for Longitudinal Data Analysis in Social Science, ATLASS 2023 , Bielefeld, North Rhine-Westphalia, Germany.

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Courses Academic Year  2023/2024

Courses in the current academic year are added at the moment they are finalised in the Osiris system. Therefore it is possible that the list is not yet complete for the whole academic year.

Courses Academic Year  2022/2023

Contact Details

Visiting Address

University of Twente
Faculty of Engineering Technology
Horst Complex (building no. 20), room W248
De Horst 2
7522LW  Enschede
The Netherlands

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Mailing Address

University of Twente
Faculty of Engineering Technology
Horst Complex  W248
P.O. Box 217
7500 AE Enschede
The Netherlands

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