“PLS-SEM: indeed a silver bullet” – retrospective observations and recent advances

ABSTRACT In 2011, the Journal of Marketing Theory & Practice published “PLS-SEM: Indeed a silver bullet,” which became a cornerstone contribution in marketing. Critical reflection of research work is a fundamental building block of science, including one’s own writing. In this spirit, we offer a review of our own 2011 paper, assuming we were reviewers with today’s background knowledge of the method. Taking a reviewer’s perspective in our comments, we clarify several ambiguities in our initial overview presentation and offer updates of – from today’s perspective– outdated descriptions that led to some criticisms in recent years which have since been overcome.