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.

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 a reviewer for several scholarly journals.

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


Business & Economics
Contact Center
Customer Contact
Partial Least Squares
Structural Equation Modeling
Partial Least Squares

Ancillary Activities

  • Universidade Nova de Lisboa
    Visiting Professor
  • Composite Modeling GmbH, Kleve
    Scientific Advisory Board
  • Universidad de Sevilla
    Distinguished Invited Professor
  • PLS School
  • Corvinus University Budapest
    Consulting 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.


A. Lambrecht, A., Baumgarth, C. , & Henseler, J. (Accepted/In press). Augmented reality and brand: A systematic literature review. Paper presented at 15th Global Brand Conference 2022, Sheffield, United Kingdom.
Yu, X., Fassott, G. , Schuberth, F. , & Henseler, J. (Accepted/In press). A new approach for modeling aggregate constructs. Abstract from Structural Equation Modeling, Tilburg, Netherlands.
Somers, C. E., Stockstrom, C. , & Henseler, J. (2021). A typology of innovation outcomes in maker communities. Poster session presented at R&D Management Conference 2021, Glasgow, United Kingdom.
Sahhar, Y. , Loohuis, R. , & Henseler, J. (2021). Illuminating Experience’s Inception and Evolvement: An Autohermeneutic Phenomenological Inquiry. In E. Gummesson, C. Mele, & F. Polese (Eds.), The 2021 Naples Forum on Service: A Service Lens on Changing Business and Society
Sahhar, Y. , Loohuis, R. , & Henseler, J. (Accepted/In press). Calling on autohermeneutic phenomenology to delve into the deeper levels of experience. In D. Jaziri, & R. Rather (Eds.), Contemporary approaches Studying Customer Experience in Tourism Research: This book will present the contemporary approaches applied to the tourism research, to study the consumer experience by discussing first, the theoretical part, which will be based mainly on behavioral sciences. To this regard, main paradigms and their related approaches studying CX will be stressed. Second, the book will develop a methodological part highlighting the holistic and dynamic nature of the customer experience, by capturing it along the customer journey; into the pre-, during, and post consumption through a combination of techniques including the innovative ones. Keywords – Customer experience, tourism management, ethno marketing, phenomenology, psychoanalytic, philosophical orientation, facet theory, customer journey, emotions, sensory experience, CX measure. Emerald Publishing Group.
Schuberth, F. , Müller, T. , & Henseler, J. (2021). Which equations? An inquiry into the equations in partial least squares structural equation modeling. In I. Kemény, & Z. Kun (Eds.), New Perspectives in Serving Customers, Patients, and Organizations: A Festschrift for Judit Simon (pp. 96-115). Corvinus University of Budapest. http://unipub.lib.uni-corvinus.hu/6625/1/tiszteletkotet_simon_judit_kemeny_i_kun_zsuzsanna_new_perspectives_in_serving_customers.pdf#page=96
Henseler, J., Guerreiro, M., & de Matos, N. (2021). The interplay of marketing and design. Review of managerial science, 15(5), 1129-1137. https://doi.org/10.1007/s11846-021-00470-z
Schamberger, T. , Schuberth, F. , & Henseler, J. (2021). Maximum Likelihood Estimator For Composite Models. Abstract from Meeting of the Working Group Structural Equation Modeling (SEM) 2021.
Somers, C. E., Stockstrom, C. , & Henseler, J. (2021). Emerging interstices in communities of innovation. Creativity and innovation management, 30(2), 233-247. https://doi.org/10.1111/caim.12430
Graesch, J. P., Hensel-Börner, S. , & Henseler, J. (2021). Information technology and marketing: An important partnership for decades. Industrial management & data systems. https://doi.org/10.1108/IMDS-08-2020-0510

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Courses Academic Year  2021/2022

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  2020/2021

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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