  The identification of different homogeneous groups of observations and their
appropriate analysis in PLS-SEM has become a critical issue in many appli-
cation fields. Usually, both SEM and PLS-SEM assume the homogeneity of all
units on which the model is estimated, and approaches of segmentation present
in literature, consist in estimating separate models for each segments of
statistical units, which have been obtained either by assigning the units to
segments a priori defined. However, these approaches are not fully accept- able
because no causal structure among the variables is postulated. In other words,
a modeling approach should be used, where the obtained clusters are homogeneous
with respect to the structural causal relationships. In this paper, a new
methodology for simultaneous non-hierarchical clus- tering and PLS-SEM is
proposed. This methodology is motivated by the fact that the sequential
approach of applying first SEM or PLS-SEM and second the clustering algorithm
such as K-means on the latent scores of the SEM/PLS-SEM may fail to find the
correct clustering structure existing in the data. A simulation study and an
application on real data are included to evaluate the performance of the
proposed methodology.
