Identifying and treating unobserved heterogeneity with FIMIX-PLS part II : a case study

Lucy M. Matthews (Department of Marketing, Middle Tennessee State University, Murfreesboro, Tennessee, USA), Marko Sarstedt (Faculty of Economics and Management, Otto-von-Guericke-University, Magdeburg, Germany and Faculty of Business and Law, University of Newcastle, Newcastle, Australia), Joseph F. Hair (Coles College of Business, Kennesaw State University, Kennesaw, Georgia, 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)