Academy of Marketing Science Award for Prof. Dr. Dr. h.c. Marko Sarstedt

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Each year, the Academy of Marketing Science (AMS) recognizes an article published in the Journal of the Academy of Marketing Science - a top journal in the field - that has had the greatest impact on the thinking and practice of marketing over time Marketing had. Prof. Dr. Dr. h.c. Marko Sarstedt and his co-authors Christian M. Ringle and Jörg Henseler receive the “AMS Parasuraman Best JAMS Paper Award for Long-term Impact” for their work “A New Criterion for Assessing Discriminant Validity in Variance-based Structural Equation Modeling”. In their article, the authors introduce the Heterotrait-Monotrait Ratio of Correlations (HTMT) metric as a new means of assessing discriminant validity. Since its publication less than 10 years ago, the article has been cited over 25,000 times on Google Scholar. Congratulations!