We review the measurement of product attribute importance, and find little consensus in definition or measurement methods. We compare four measurement methods: 1) two direct methods whereby respondents report the importance of attributes using best-worst scaling or constant sum scales, and 2)...

The authors propose a CTA-PLS assessment routine for measurement models. This routine applies confirmatory tetrad analysis (CTA) in a manner which is consistent with partial least squares (PLS) path modeling assumptions. The conceptualization employs a bootstrapping procedure to accomplish an...

This paper examines modular product structures in alliances. Results from a survey of 225 alliances show that modular product structures within alliances affect alliance firms' competitive performance. Product innovation performance, assessed as both speed to market and radical innovations and...