Identifying and treating unobserved heterogeneity with FIMIX-PLS : part I - method

Joe F. Hair (Kennesaw State University, Kennesaw, Georgia, USA), Marko Sarstedt (Faculty of Economic and Management, Otto-von-Guericke-UniversityMagdeburg, Magdeburg, Germany and Faculty of Business and Law, University of Newcastle, Newcastle, Australia), Lucy M. Matthews (Department of Marketing, Middle Tennesse State University, Murfreesboro, Tennesse, USA) and Christian M. Ringle (Institute of Human Resource Management and Organizations, Hamburg University of Technology (TUHH), Hamburg, Germany and Faculty of Business and Law, University of Newcastle, Newcastle, Australia)