Sarstedt, MarkoMarkoSarstedtHair, Joseph F.Joseph F.HairRingle, Christian M.Christian M.Ringle2022-04-252022-04-252023Journal of Marketing Theory and Practice 31 (3): 261-275 (2023)http://hdl.handle.net/11420/12352In 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we clarify several ambiguities in our initial overview presentation and offer updates of – from today’s perspective– outdated descriptions that led to some criticisms in recent years which have since been overcome.en1944-717520233261275RoutledgeScienceJournal Article10.1080/10696679.2022.2056488Journal Article