Head of the Chair
Prof. Dr. Marko Sarstedt
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 application and advancement of structural equation modeling methods 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, 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 2018 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 2018 Highly Cited Researcher List, which includes the "world's most impactful scientific researchers." He has also won the 2018 Research Award at the OVGU.
Sharma, P. N., Shmueli, G., Sarstedt, M., Danks, N., & Ray, S. (2019). Prediction-oriented Model Selection in Partial Least Squares Path Modeling. Decision Sciences, forthcoming. doi: 10.1111/deci.12329
Rigdon, E. E., Becker, J.-M., & Sarstedt, M. (2019). Factor indeterminacy as metrological uncertainty: Implications for advancing psychological measurement. Multivariate Behavioral Research, forthcoming.
Cheah, J.-H., Sarstedt, M., Ringle, C. M., Ramayah, T., Ting, H. (2019). Convergent validity assessment of formatively measured constructs in PLS-SEM: On using single-item versus multi-item measures in redundancy analyses. International Journal of Contemporary Hospitality Management, (30(11), 3192-3210.
Hair, J.F.; Hult, T.T.M.; Ringle, C.M.; Sarstedt, M.; Thiele, K.O. (2017). Mirror, mirror on the wall: a comparative evaluation of composite-based structural equation modeling methods. Journal of the Academy of Marketing Science, 45(5), 616-632.
Lichters, M.; Bengart, P.; Sarstedt, M.; Vogt, B. (2017). What Really Matters in Attraction Effect Research: When Choices Have Economic Consequences. Marketing Letters, 28(1), 127-138.
Lichters, M.; Brunnlieb, C.; Nave, G.; Sarstedt, M.; Vogt, B. (2016). The Influence of Serotonin Deficiency on Choice Deferral and the Compromise Effect. Journal of Marketing Research, 53(2), 183-198.
An overwiew of all publications can be found here.
VHB-Lehrbuchpreis 2019 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
- Bachelor-Abschlussseminar (20000)
- Current Trends in Marketing Research (50566)
- Marketing (41021)
- Marketing Methods & Analysis (20566)
- Master-Thesis mit Kolloquium (30000)
- Master Thesis with Research Seminar (29994)
- Supervised Internship (29995)
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