Purpose: This paper discusses partial least squares path modeling (PLS), a powerful structural equation modeling technique for research on international marketing. While a significant body of research provides guidance for the use of covariance-based structural equation modeling (CBSEM) in international marketing, there are no subject-specific guidelines for the use of PLS so far.Methodology/approach: A literature review of the use of PLS in international marketing reveals the increasing application of this methodology.Findings: This paper reveals the strengths and weaknesses of PLS in the context of research on international marketing, and provides guidance for multi-group analysis.Originality/value of paper: The paper assists researchers in making well-grounded decisions regarding the application of PLS in certain research situations and provides specific implications for an appropriate application of the methodology.

The Use of Partial Least Squares Path Modeling in International Marketing

https://link.springer.com/content/pdf/10.2307%2F3343168.pdf

Development as Freedom

MKT 6009 Marketing Internship (0 semester credit hours) Student gains experience and improves skills through appropriate developmental work assignments in a real business environment. Student must identify and submit specific business learning objectives at the beginning of the semester. The student must demonstrate exposure to the managerial perspective via involvement or observation. At semester end, student prepares an oral or poster presentation, or a written paper reflecting on the work experience. Student performance is evaluated by the work supervisor. Pass/Fail only. Prerequisites: (MAS 6102 or MBA major) and department consent required. (0-0) S MKT 6244 Digital Marketing Strategy (2 semester credit hours) Executive Education Course. The course explores three distinct areas within marketing and sales namely, digital marketing, traditional sales prospecting, and executive sales organization and strategy. The continuing convergence of the digital marketing and sales funnels has created a strategic continuum from digital lead generation to digital sales. The course identifies the current composition of this digital continuum while providing opportunities to evaluate sales and marketing digital strategies. Prerequisites: MKT 6301 and instructor consent required. (2-0) Y MKT 6301 (SYSM 6318) Marketing Management (3 semester credit hours) Overview of marketing management methods, principles and concepts including product, pricing, promotion and distribution decisions as well as segmentation, targeting and positioning. (3-0) S MKT 6309 Marketing Data Analysis and Research (3 semester credit hours) Methods employed in market research and data analysis to understand consumer behavior, customer journeys, and markets so as to enable better decision-making. Topics include understanding different sources of data, survey design, experiments, and sampling plans. The course will cover the techniques used for market sizing estimation and forecasting. In addition, the course will cover the foundational concepts and techniques used in data visualization and \"story-telling\" for clients and management. Corequisites: MKT 6301 and OPRE 6301. (3-0) Y MKT 6310 Consumer Behavior (3 semester credit hours) An exposition of the theoretical perspectives of consumer behavior along with practical marketing implication. Study of psychological, sociological and behavioral findings and frameworks with reference to consumer decision-making. Topics will include the consumer decision-making model, individual determinants of consumer behavior and environmental influences on consumer behavior and their impact on marketing. Prerequisite: MKT 6301. (3-0) Y MKT 6321 Interactive and Digital Marketing (3 semester credit hours) Introduction to the theory and practice of interactive and digital marketing. Topics covered include: online-market research, consumer behavior, conversion metrics, and segmentation considerations; ecommerce, search and display advertising, audiences, search engine marketing, email, mobile, video, social networks, and the Internet of Things. (3-0) T MKT 6322 Internet Business Models (3 semester credit hours) Topics to be covered are: consumer behavior on the Internet, advertising on the Internet, competitive strategies, market research using the Internet, brand management, managing distribution and supply chains, pricing strategies, electronic payment systems, and developing virtual organizations. Further, students learn auction theory, web content design, and clickstream analysis. Prerequisite: MKT 6301. (3-0) Y MKT 6323 Database Marketing (3 semester credit hours) Techniques to analyze, interpret, and utilize marketing databases of customers to identify a firm's best customers, understanding their needs, and targeting communications and promotions to retain such customers. Topics

Marketing for management.

In order to determine the status quo of PLS path modeling in international marketing research, we conducted an exhaustive literature review. An evaluation of double-blind reviewed journals through important academic publishing databases (e.g., ABI/Inform, Elsevier ScienceDirect, Emerald Insight, Google Scholar, PsycINFO, Swetswise) revealed that more than 30 academic articles in the domain of international marketing (in a broad sense) used PLS path modeling as means of statistical analysis. We assessed what the main motivation for the use of PLS was in respect of each article. Moreover, we checked for applications of PLS in combination with one or more additional methods, and whether the main reason for conducting any additional method(s) was mentioned.

/pdf/the-use-of-partial-least-squares-path-modeling-in-3soa8bk804.pdf

The use of partial least squares path modeling in international marketing

Trust: The Social Virtues and the Creation of Prosperity

An assessment of customers' e-service quality perception, satisfaction and intention

Electronic commerce is a worldwide phenomenon. Many Internet users browse the Web for information on products and services, but very few actually make purchases on-line. Until now, research on the factors that promote on-line shopping behavior has treated them independently and at the national level. The present study, in contrast, uses cross-country data from 26 nations and analyzes constructs with a structural equation model (SEM). The study finds that the factors of trust and economic conditions, but not educational level and technological savvy, make a significant positive contribution to online shopping behavior. In fact they explain more than 80 percent of the variability in online shopping behavior. Empirical guidelines are provided to help managers select one or more macro-level predictors to explain on-line shopping behavior. Future research opportunities are delineated.

https://www.jstor.org/stable/pdfplus/27751129.pdf

On-line Shopping Behavior: Cross-Country Empirical Research

Using SERVQUAL to assess the quality of e-learning experience

National culture is likely to play a role in Information Technology (IT) adoption. Data from a large scale study of national culture are used to predict the adoption of six information technologies -- PC, Telephone, Cell Phone, Fax, the Internet, and Pager — over a ten year period in thirty one nations. The results show that even after controlling for national economic and social differences, national cultural dimensions significantly predict most IT product adoptions.

National Culture and Information Technology Product Adoption

This study uses the modified Gompertz model and sparse data to analyze the growth rates of different types of computer and Internet-related crimes. The Gompertz model is an appropriate diffusion model because it is capable of modeling two opposite behaviors: (1) acts of attacks and imitation of attacks and (2) deterrence acts to prevent such attacks. In addition, this model can handle sparse data adequately. The model was used to analyze various types of attacks. The results indicated that growth patterns of computer and Internet crimes differ in growth patterns and that a relationship exists between occurrences of such security breaches and uses of certain security technologies. Thus, for example, financial fraud and denial of service are growing at a faster pace. The study also found, for example, that an increase in virus-related incidents does not necessarily increase anti-virus software use.

/pdf/an-analysis-of-the-growth-of-computer-and-internet-security-wlt6fc24ga.pdf

Kallol Bagchi

Papers

An assessment of customers' e-service quality perception, satisfaction and intention

On-line Shopping Behavior: Cross-Country Empirical Research

Using SERVQUAL to assess the quality of e-learning experience

National Culture and Information Technology Product Adoption

An analysis of the growth of computer and internet security breaches