We thank Jeisson Alexander Higuera Reina for producing this video that
accompanies our research on combining the importanceperformance map analysis (IPMA) in partial least squares structural equation modeling (PLSSEM) with findings from necessary condition analysis (NCA).

The IPMA comprises assessing latent variables and their indicators' importance and performance, while an NCA introduces an additional dimension by identifying factors that are crucial for achieving the desired outcomes. An NCA employs necessity logic to identify the musthave factors required for an outcome, while PLSSEM employs additive sufficiency logic to identify the shouldhave factors that contribute to high performance levels. Integrating these two logics into the performance dimension is particularly valuable for prioritizing actions that could improve the target outcomes. We propose and illustrate how to combine NCA with IPMA in a combined IPMA (cIPMA).

Please find the references to the relevant manuscripts below, as well as links to download the illustrative dataset and toolset:

Baseline article:
Hauff/Richter/Sarstedt/Ringle (2024). Importance and performance in PLSSEM and NCA: Introducing the combined importanceperformance map analysis (cIPMA). Journal of Retailing and Consumer Services, 78 (2024).
https://doi.org/10.1016/j.jretconser....
Open access: https://www.sciencedirect.com/science...

Illustration and tutorial in SmartPLS:
Sarstedt/Richter/HauffRingle (2024). Combined importance–performance map analysis (cIPMA) in partial least squares structural equation modeling (PLS–SEM): a SmartPLS 4 tutorial. Journal of Marketing Analytics (2024). https://doi.org/10.1057/s4127002400...
Open access: https://link.springer.com/article/10....

Dataset description and download link:
Richter/Hauff/Kolev/Schubring (2023). Dataset on an extended technology acceptance model: A combined application of PLSSEM and NCA. Data in Brief, 48 (2023). https://doi.org/10.1016/j.dib.2023.10...
Open access:
https://www.datainbrief.com/article...
https://data.mendeley.com/datasets/pd...

Exceltoolset download link:
https://www.plssem.net/downloads/add...

Recommended illustration at the end of the video:
Riggs/Felipe/Roldán/Real (2024). Deepening big data sustainable value creation: Insights using IPMA, NCA, and cIPMA. Journal of Marketing Analytics (2024).
https://doi.org/10.1057/s4127002400...

Video production by:
D. Jeisson A. Higuera Reina
(Universidad De Sevilla)
Nicole Richter
(University of Southern Denmark)

We hope that this material will be helpful for your research projects!