Prof. dr. ir. J√∂rg Henseler holds the Chair of Product‚ÄďMarket Relations, embedded in the Department of Design, Production & Management at the Faculty of Engineering Technology of the University of Twente, Enschede, The Netherlands. Moreover, J√∂rg 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‚Äôs 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).¬†

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:


  • Computer Science

    • Least Squares Methods
    • Models
  • Social Sciences

    • Marketing
    • Approach
    • Research
    • Customer
    • Analysis
    • Structural Equation Modeling


Ancillary activities

  • Universidade Nova de LisboaVisiting Professor
  • Universidad de SevillaDistinguished 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.


Development and validation of the Vaccine Barriers Assessment Tool for identifying drivers of under-vaccination in children under five years in Australia, Article 2359623. Kaufman, J., Tuckerman, J., Bonner, C., Durrheim, D. N., Costa, D. S. J., Henseler, J. & Danchin, M. powerful parameter tests?: No, rather biased parameter estimates. Some reflections on path analysis with weighted composites, 4205-4215. Schuberth, F., Schamberger, T. & Henseler, J. PLS become factor-based or should CB-SEM become composite-based? Both! (E-pub ahead of print/First online). Henseler, J. & Schuberth, F. and how to use confirmatory composite analysis (CCA) in second language research, 597-616. Alamer, A., Schuberth, F. & Henseler, J. Marketing Managers Act Sustainable ‚Äď and Why Not: Towards a Sustainability Acceptance Model (Accepted/In press). Hübscher, C. J., Henseler, J. & Hensel-Börner, S.Towards true authentic corporate brands: an existential viewIn Proceedings 17th Global Brand Conference, 22-24 April 2024, Edinburgh, United Kingdom. Edinburgh Napier University (Accepted/In press). Grimm, N., Sahhar, Y., Moss, C. & Henseler, J.Categorizing Behavioral and Formed Concepts in Sports Marketing Research, 310-329. Müller, T., Schuberth, F. & Henseler, J. researchers should be cautious about using PLS-SEM (Accepted/In press). Henseler, J., Schuberth, F., Lee, N. & Kemény, I.If you are not green, you will regret in 10 years: Success and pitfalls in the use of threat in sustainable communication (Accepted/In press). Young, K.-Y., Okazaki, S. & Henseler, J.What makes threat ineffective in sustainability communication?: The role of psychological reactance and green hypocrisy (Accepted/In press). Young, K.-Y., Okazaki, S. & Henseler, J.Customer success management through alignment of marketing, sales and IT (Accepted/In press). Graesch, J. P., Hensel-Börner, S. & Henseler, J.PLS path modeling's open-heart surgery: Teaching a method in transitionIn A Corvinus marketing doktori k√©pz√©s 30 √©ve 1993‚Äď2023: Hazai √©s nemzetk√∂zi kitekint√©ssel (pp. 116). Corvinus University of Budapest. Henseler, J. Reputation im digitalen Umfeld: Eine systematische Literaturanalyse (Unpublished). Stephan, R., Hillebrandt, I., Redler, J. & Henseler, J.
GraphEx: Visualizing and managing customer experience in its multidimensionality, 94-115. Sahhar, Y., Loohuis, R. & Henseler, J. of Augmented Reality on Customer-Based Brand Equity: The Role of Narcissism (Accepted/In press). A. Lambrecht, A., Henseler, J. & Baumgarth, C.Modeling indices using partial least squares: How to determine the optimum weights?, 521-535. Dirsehan, T. & Henseler, J. companions and their diverse impacts: A systematic annotated bibliography. Scholz, T. B., Pagel, S. & Henseler, J. Conclusions about the Signal-to-Noise Ratio in Structural Equation Modeling Research: A Commentary on Yuan and Fang (2023), 682-694. Schuberth, F., Schamberger, T., Rönkkö, M., Liu, Y. & Henseler, J. science and marketing: A perfect couple, 160-165. Henseler, J., Schmidt, H. J. & Redler, J. managers‚Äô personal branding in a corporate world: Strategizing and overcoming dualities along the career path, Article CRRR-D-22-00050R2 (E-pub ahead of print/First online). Scheidt, S., Loohuis, R. & Henseler, J. transformation of customer interactions: Aligning marketing, sales and IT. University of Twente. Graesch, J. P. Composites in Structural Equation Modeling: Exploiting the Henseler‚ÄĒOgasawara Specification. University of Twente. Yu, X. choice of structural equation modeling technique matters: A commentary on Dash and Paul (2021), Article 122665. Schuberth, F., Hubona, G., Roemer, E., Zaza, S., Schamberger, T., Chuah, F., Cepeda-Carrión, G. & Henseler, J. disclose or not disclose, is no longer the question ‚Äď effect of AI-disclosed brand voice on brand authenticity and attitude, 1108-1122. Kirkby, A., Baumgarth, C. & Henseler, J. composites in structural equation modeling: A refinement of the Henseler-Ogasawara specification, 348-357. Yu, X., Schuberth, F. & Henseler, J.

Other contributions

Research profiles

Affiliated study programs

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


University of Twente

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