Carsten Gelhard

Assessing statistical differences between parameters estimates in Partial Least Squares path modeling

Structural equation modeling using partial least squares (PLS-SEM) has become a main-stream modeling approach in various disciplines. Nevertheless, prior literature still lacks a practical guidance on how to properly test for differences between parameter estimates. Whereas existing techniques such as parametric and non-parametric approaches in PLS multi-group analysis solely allow to assess differences between parameters that are estimated for different subpopulations, the study at hand introduces a technique that allows to also assess whether two parameter estimates that are derived from the same sample are statistically different. To illustrate this advancement to PLS-SEM, we particularly refer to a reduced version of the well-established technology acceptance model.

The Role of Strategic and Value Chain Flexibility in Achieving Sustainability Performance: An Empirical Analysis Using Conventional and Consistent PLS

We contribute to the clarification of the link between dynamic and operational capabilities by examining how strategic flexibility and value chain flexibility translate into superior sustainability performance. Using survey data of chemical firms in Germany, our structural equation model shows that value chain flexibility fully mediates the relationship between strategic flexibility and sustainability performance. Further, we contribute to the ongoing research on the partial least squares (PLS) approach to structural equation modeling by estimating the proposed research model with both conventional and consistent PLS (PLSc) and outlining a guideline for evaluating and reporting PLSc-related findings.

In for a penny, in for a pound?

Purpose While the branding of individuals has attracted increasing attention from practitioners in recent decades, understanding of personal branding still remains limited, especially with regard to the branding of celebrity CEOs. To contribute to this debate, this paper aims to explore the co-branding of celebrity CEOs and corporate brands, integrating endorsement theory and the concept of meaning transfer at a level of brand attributes. Design/methodology/approach A between-subjects true experimental design was chosen for each of the two empirical studies with a total of 268 participants, using mock newspaper articles about a succession scenario at the CEO level of different companies. The study is designed to analyse the meaning transfer from celebrity CEO to corporate brand and vice versa using 16 personality attributes. Findings This study gives empirical support for meaning transfer effects at the brand attribute level in both the celebrity-CEO-to-corporate-brand and corporate-brand-to-celebrity-CEO direction, which confirms the applicability of the concept of brand endorsement to celebrity CEOs and the mutuality in co-branding models. Furthermore, a more detailed and expansive perspective on the definition of endorsement is provided as well as managerial guidance for building celebrity CEOs and corporate brands in consideration of meaning transfer effects. Originality/value This study is one of only few analysing the phenomenon of meaning transfer between brands that focus on non-evaluative associations (i.e. personality attributes). It is unique in its scope, insofar as the partnering relationship between celebrity CEOs and corporate brands have not been analysed empirically from this perspective yet. It bridges the gap between application in practice and the academic foundations, and it contributes to a broader understanding and definition of celebrity endorsement.

Sustainability Priorities Across the Strategic and Operational Level in Packaging Development

Sustainability has become well-established in many companies’ strategic postures. However, executing sustainability-related goals often lags at the operational level. This study analyzes how decision-making processes in packaging development at different hierarchical levels are characterized in achieving a sustainability consensus. For data analysis, we use a fuzzy-set qualitative comparative analysis (fsQCA) – a set-theoretic method – with empirical data derived from packaging expert surveys. Involvement and decision making by internal actors, involvement of external actors, and strategic and operational sustainability target setting act as attributes causing the outcome of interest: the levels of sustainability implementation on both the strategic and the operational level of packaging development. Most of the configurations that lead to high levels of sustainability integration differ between the strategic and the operational level. The insights on the sustainability-related configurations of internal and external actors provide guidance for managing projects across the strategic and operational levels in improving sustainable packaging development.