Sarstedt, MarkoMarkoSarstedtRichter, Nicole FranziskaNicole FranziskaRichterHauff, SvenSvenHauffRingle, Christian M.Christian M.Ringle2024-11-272024-11-272024-06-04Journal of Marketing Analytics 12 (4): 746-760 (2024)https://tore.tuhh.de/handle/11420/52151Recent research on partial least squares structural equation modeling (PLS–SEM) extended the classic importance–performance map analysis (IPMA) by taking the results of a necessary condition analysis (NCA) into consideration. By also highlighting necessary conditions, the combined importance–performance map analysis (cIPMA) offers a tool that enables better prioritization of management actions to improve a key target construct. In this article, we showcase a cIPMA’s main steps when using the SmartPLS 4 software. Our illustration draws on the technology acceptance model (TAM) used in the cIPMA’s original publication, which features prominently in business research.en2050-332620244746760Palgrave Macmillanhttps://creativecommons.org/licenses/by/4.0/cIPMA | Importance–performance map analysis (IPMA) | Necessary condition analysis (NCA) | Partial least squares (PLS) | PLS–SEM | Structural equation modeling (SEM) | Technology acceptance model (TAM)Social Sciences::330: EconomicsJournal Articlehttps://doi.org/10.15480/882.1375310.1057/s41270-024-00325-y10.15480/882.13753Journal Article