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Endogeneity issues in empirical research have received increasing academic attention. Tackling endogeneity problems effectively and using the appropriate estimation techniques are important quality benchmarks in the publication process of many academic journals. In this paper, we discuss the use of instrumental variables (IVs) in business and marketing research, with a particular focus on its implementation in STATA. We discuss several pre- and postestimation tests that researchers can use to implement various versions of IVs in STATA, including two-stage least squares regression, limited information maximum likelihood estimation, and generalized method of moments.