Head of the Chair

Head of the Chair

Prof. Dr. Marko Sarstedt

Faculty of Economics and Management
Chair of Marketing
Universitätsplatz 2, 39106, Magdeburg, G22A-344
Curriculum Vitae

Marko Sarstedt is chaired professor of marketing at the Otto-von-Guericke-University Magdeburg (Germany) and Adjunct Professor at Monash University Malaysia. He previously was an assistant professor of quantitative methods in marketing and management at the Ludwig- Maximilians-University Munich (Germany) and a Conjoint Professor at the University of Newcastle (Australia). He regularly teaches doctoral seminars on multivariate statistics, structural equation modeling, and measurement at institutions worldwide such as Alfaisal University Riyadh, Georgia State University, IMT Dubai, Michigan State University, University of Technology Sydney, and many more. His main research is in the advancement of structural equation modeling methods and measurement to further the understanding of consumer behavior and to improve decision-making. His research has been published in world-leading journals in various fields such as the Journal of Marketing Research, Journal of the Academy of Marketing Science, Organizational Research Methods, MIS Quarterly, Psychometrika, International Journal of Research in Marketing, Tourism Management, Long Range Planning, Journal of World Business, and Journal of Business Research. Marko has also co-edited several special issues of leading journals and co-authored four widely adopted textbooks, including “A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM)” (together with Joe F. Hair, G. Tomas M. Hult, and Christian M. Ringle). His research ranks among the most frequently cited in the social sciences with more than 35,000 citations according to Google Scholar. Marko has won numerous best paper and citation awards, including five Emerald Citations of Excellence awards. His research has been covered by the leading media outlets such as Die Zeit, Huffington Post, and Spiegel and has been featured in documentaries on consumer behavior on arte and MDR as well as on the scientific video platform Latest Thinking. According to the 2019 F.A.Z. ranking, he is among the three most influential researchers in Germany, Austria, and Switzerland. Marko has been named member at Clarivate Analytic's Highly Cited Researcher List, which includes the "world's most impactful scientific researchers." He has also won the 2018 Research Award at the OVGU.


 

Fields of Research
Recent Publications

Girard, A., Lichters, M., Sarstedt, M., & Biswas, D. (2019). Short- and Long-Term Effects of Nonconsciously Processed Ambient Scents in a Servicescape: Findings From Two Field Experiments. Journal of Service Research, 22(4), 440-455. doi: 10.1177/1094670519842333

Hair, J. F., Sarstedt, M., & Ringle, C. M. (2019). Rethinking Some of the Rethinking of Partial Least Squares. European Journal of Marketing, 53(4), 566-584. doi: 10.1108/EJM-10-2018-0665

Rigdon, E. E., Becker, J.-M., & Sarstedt, M. (2019). Factor Indeterminacy as Metrological Uncertainty: Implications for Advancing Psychological Measurement. Multivariate Behavioral Research, 54(3), 429-443. doi: 10.1080/00273171.2018.1535420

Sharma, P. N., Sarstedt, M., Shmueli, G., & Thiele, K. O. (2019). PLS-based Model Selection: The Role of Alternative Explanations in IS Research. Journal of the Association for Information Systems, 20(4), 346-397. doi: 10.17005/1.jais.00538

Sharma, P. N., Shmueli, G., Sarstedt, M., Danks, N., & Ray, S. (2019). Prediction-oriented Model Selection in Partial Least Squares Path Modeling. Decision Sciences, Advance online publication. doi: 10.1111/deci.12329

Shmueli, G., Sarstedt, M., Hair, J. F., Cheah, J.-H., Ting, H., & Ringle, C. M. (2019). Predictive Model Assessment in PLS-SEM: Guidelines for Using PLSpredict. European Journal of Marketing, Advance online publication. doi: 10.1108/EJM-02-2019-0189

 

Youc an find an overview of all publications here.

Awards

Emerald Literati Network Award for Excellence for the article “An Assessment of the Use of Partial Least Squares Structural Equation Modeling (PLS-SEM) in Hospitality Research,” published in International Journal of Contemporary Hospitality Management

Best textbook award of the German Academic Association for Business Research for the title „Advanced Issues in Partial Least Squares Structural Equation Modeling“, together with the co-authors J. F. Hair, Jr. /C. M. Ringle/S. P. Gudergan, published by SAGE

William R. Darden award at the 2019 Annual Conference of the Academy of Marketing Science, Vancouver, Canada for the paper titled “Model Selection Uncertainty and Multimodel Averaging in Partial Least Squares Structural Equation Modeling (PLS-SEM): Structured Abstract”

Named Member at Clarivate Analytic's 2018 Highly Cited Researcher List

2018 Research Award at the Otto-von-Guericke University Magdeburg

Emerald Literati Network Award for Excellence for the article “Gain More Insight from Your PLS-SEM Results: The Importance-Performance Map Analysis,” published in Industrial Management & Data Systems

Emerald Literati Network Award for Excellence for the article “Measurement in the Social Sciences: Where C-OAR-SE Delivers and Where it Does Not,” published in European Journal of Marketing

Emerald Citations of Excellence Award 2017 for the article “Partial Least Squares Structural Equation Modeling (PLS-SEM): An Emerging Tool in Business Research,” published in European Business Review

Emerald Citations of Excellence Award 2017 for the article “A New Criterion for Assessing Discriminant Validity in Variance-based Structural Equation Modeling” published in Journal of the Academy of Marketing Science

Emerald Citations of Excellence Award 2017 for the article “Common Beliefs and Reality About PLS: Comments on Rönkkö and Evermann (2013),” published in Organizational Research Methods

2016 Taylor & Francis Citation Award for the article “PLS-SEM. Indeed a Silver Bullet,” published in Journal of Marketing Theory & Practice

Emerald Citations of Excellence Award 2015 for the article “Guidelines for Choosing Between Multi-item and Single-item Scales for Construct Measurement: A Predictive Validity Perspective,” published in Journal of the Academy of Marketing Science

Emerald Citations of Excellence Award 2015 for the article “An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research,” published in Journal of the Academy of Marketing Science

Outstanding Paper Award 2014 for the article  “Partial Least Squares Structural Equation Modeling (PLS-SEM): An Emerging Tool in Business Research,” published in European Business Review

Best paper award in the Advancing Research Methods track at the 2010 Global Marketing Conference, Tokyo, Japan

William R. Darden award at the 2009 Annual Conference of the Academy of Marketing Science, Baltimore, USA

Dissertation award of the Munich School of Management in 2008

Best paper award in the Integrated Marketing Communications track at the 2008 Global Marketing Conference, Shanghai, China

Courses
  • Advanced Marketing Research
  • Bachelor-Abschlussseminar
  • Consumer Behavior
  • Current Trends in Marketing Research
  • Marketing
  • Marketing Methods & Analysis
  • Marketing Performance Management
  • Master-Thesis mit Kolloquium
  • Master Thesis with Research Seminar
  • Scientific Project: Practical Implications of Marketing Theory

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