The role of networks and matching in market entry to emerging retail markets U Elg, PN Ghauri, V Tarnovskaya International Marketing Review 25 (6), 674-699, 2008 | 176 | 2008 |
Market driving multinationals and their global sourcing network PN Ghauri, V Tarnovskaya, U Elg International Marketing Review 25 (5), 504-519, 2008 | 115 | 2008 |
International growth through cooperation: Brand-driven strategies, leadership, and career development in Sweden R Larsson, KR Brousseau, MJ Driver, M Holmqvist, V Tarnovskaya Academy of Management Perspectives 17 (1), 7-21, 2003 | 88 | 2003 |
The role of corporate branding in a market driving strategy V Tarnovskaya, U Elg, S Burt International Journal of Retail & Distribution Management 36 (11), 941-965, 2008 | 87 | 2008 |
Branding capability of technology born globals L Altshuler, VV Tarnovskaya Journal of Brand Management 18, 212-227, 2010 | 82 | 2010 |
Corporate rebranding failure and brand meanings in the digital environment V Tarnovskaya, G Biedenbach Marketing Intelligence & Planning 36 (4), 455-469, 2018 | 62 | 2018 |
Market-driving strategy implementation through global supplier relationships U Elg, SZ Deligonul, PN Ghauri, W Danis, V Tarnovskaya Industrial Marketing Management 41 (6), 919-928, 2012 | 56 | 2012 |
B2B brand equity: investigating the effects of human capital and relational trust G Biedenbach, P Hultén, V Tarnovskaya Journal of Business & Industrial Marketing 34 (1), 1-11, 2019 | 48 | 2019 |
Internalising a brand across cultures: the case of IKEA VV Tarnovskaya, L de Chernatony International Journal of Retail & Distribution Management 39 (8), 598-618, 2011 | 39 | 2011 |
Developing a market-driving strategy for foreign markets: Internal capabilities and external activities PN Ghauri, U Elg, V Tarnovskaya, F Wang Schmalenbach Business Review 63 (Suppl 3), 1-23, 2011 | 25 | 2011 |
The mechanism of market driving with a corporate brand-The case of a global retailer V Tarnovskaya | 22 | 2007 |
Multiple stakeholders and B2B branding in emerging markets G Tarnovskaya, V., Biedenbach Qualitative Market Research 19 (3), 287-309, 2016 | 21* | 2016 |
Organizational resilience and internal branding: investigating the effects triggered by self-service technology VT Galina Biedenbach, Thomas Biedenbach, Peter Hultén Journal of Brand Management, 2022 | 19* | 2022 |
Brand theories: Perspectives on brands and branding J Bertilsson, V Tarnovskaya Studentlitteratur AB, 2017 | 16 | 2017 |
Content marketing: New opportunities for building strong brand online A Georgieva, A Djoukanova Lund University, 2014 | 14 | 2014 |
The Brand I Call Home? Employee–Brand Appropriation at IKEA VV Tarnovskaya Branded lives, 2011 | 12 | 2011 |
Proactive corporate sustainability via social innovation—A case study of the Hennes & Mauritz grand challenge in Bangladesh V Tarnovskaya, SM Hånell, D Tolstoy Sustainability 14 (2), 599, 2022 | 11 | 2022 |
Handeln rustar för multi-kanal J Hultman, C Fuentes, K Hjort, U Johansson, V Tarnovskaya Handelsrådet, 2017 | 11 | 2017 |
Market driving supplier strategy: IKEA’s global sourcing network in two developing markets V Tarnovskaya, PN Ghauri, U Elg International Conference “New directions of marketing development …, 2007 | 11 | 2007 |
Corporate brand as a contract with stakeholders–theology or pragmatism? V Tarnovskaya Marketing Intelligence & Planning 33 (6), 865-886, 2015 | 9 | 2015 |