Dr. Jörg Henseler | El profesor Jörg Henseler (University of Twente) impartirá el próximo lunes 14 de enero de 2019 dos seminarios avanzados sobre metodología de investigación y la técnica Partial Least Squares (PLS-SEM). Ambos seminarios se desarrollarán en el Aula 15, 1ª planta de la Facultad de Ciencias Económicas y Empresariales, de 16:30 a 19:30h. El seminario se impartirá en español. Este seminario esta organizado por el Programa de Doctorado en Gestión Estratégica y Negocios Internacionales en colaboración con el Instituto de Economía y Negocios de la Universidad de Sevilla.
Dado el interés que ha despertado la visita del Prof. Henseler, será necesario inscribirse previamente enviando un correo al profesor Gabriel Cepeda (gabi@us.es). Plazas limitadas.
Session 1.
Title: Rigor versus Relevance in Business Research
16:30 – 17:30
Abstract: Rigor and relevance are two desirable properties of business research that often are understood as being subject to a trade-off.In this talk, I disentangle the two, and show that whereas relevance refers to what is researched, rigor refers to how the research is conducted.I introduce design research as an opportunity for crafting more relevant business research, and provide some suggestions for making such research rigorous.
Session 2.
Title: Using PLS for Confirmatory Design-Oriented Business Research
18:00 – 19:30
Abstract: In recent years, PLS path modeling has undergone a fierce discussion and re-examination, and many new developments have substantially changed our understanding of what PLS can offer to business research. In this talk, I demonstrate that PLS is very useful for confirmatory design-oriented research, i.e., testing theories about human-made objects, so-called artifacts. To model artifacts such as strategies, tools, interventions, portfolios, capabilities, systems, processes, methods and the like, emergent variables make much more sense than latent variables. I introduce confirmatory composite analysis as a third type of covariance structure analysis (next to confirmatory factor analysis and structural equation modeling), provide evidence for its efficacy by means of a simulation study, and demonstrate its usefulness by assessing two potential artifacts, product intelligence and brand equity.
Jörg Henseler
Prof. Dr. Jörg Henseler holds the Chair of Product-Market Relations 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. Before, he was Associate Professor of Marketing at the Institute for Management Research, Nijmegen School of Management, Radboud University Nijmegen, The Netherlands. From April 2010 to March 2011, he also served as Acting Head of the Department of Marketing and Market Research, University of Cologne, Germany. 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 Marketing students.
Prof. 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 and edited two books on PLS (click here for a full list of publications). A popular guest speaker, Prof. 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.
Relevancia del ponente:
El Prof. Henseler ha sido citado más de 17.000 veces.
Es un autor altamente citado según Thompson Reuters en el área de Economía y Negocios (top 100).
Perfil de Google Scholar: https://scholar.google.com/citations?user=YiLHdRMAAAAJ&hl=es | 
