| 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 | 180 | 2008 |
| Market driving multinationals and their global sourcing network PN Ghauri, V Tarnovskaya, U Elg International Marketing Review 25 (5), 504-519, 2008 | 116 | 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 | 89 | 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 | 86 | 2010 |
| Corporate rebranding failure and brand meanings in the digital environment V Tarnovskaya, G Biedenbach Marketing Intelligence & Planning 36 (4), 455-469, 2018 | 70 | 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 | 61 | 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 | 57 | 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 | 42 | 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 | 26 | 2011 |
| 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 | 25* | 2022 |
| Multiple stakeholders and B2B branding in emerging markets G Tarnovskaya, V., Biedenbach Qualitative Market Research 19 (3), 287-309, 2016 | 25* | 2016 |
| The mechanism of market driving with a corporate brand-The case of a global retailer V Tarnovskaya | 22 | 2007 |
| Brand theories: Perspectives on brands and branding J Bertilsson, V Tarnovskaya Studentlitteratur AB, 2017 | 21 | 2017 |
| Drivers or passengers? A taxonomy of multinationals’ approaches to corporate social responsibility implementation in developing markets SMH Veronika Tarnovskaya, Daniel Tolstoy International Marketing Review 39 (7), 2022 | 14 | 2022 |
| Content marketing: new opportunities for building strong brands online A Georgieva, A Djoukanova Lund University, 2014 | 14 | 2014 |
| Sustainability as the source of competitive advantage. How sustainable is it? V Tarnovskaya Creating a Sustainable Competitive Position: Ethical Challenges for …, 2023 | 13 | 2023 |
| The Brand I Call Home? Employee–Brand Appropriation at IKEA VV Tarnovskaya Branded lives, 2011 | 13 | 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 | 12 | 2022 |
| Handeln rustar för multi-kanal J Hultman, C Fuentes, K Hjort, U Johansson, V Tarnovskaya Handelsrådet, 2017 | 11 | 2017 |
