Veronika Tarnovskaya
Veronika Tarnovskaya
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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
Market driving multinationals and their global sourcing network
PN Ghauri, V Tarnovskaya, U Elg
International Marketing Review 25 (5), 504-519, 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
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
Branding capability of technology born globals
L Altshuler, VV Tarnovskaya
Journal of Brand Management 18, 212-227, 2010
Corporate rebranding failure and brand meanings in the digital environment
V Tarnovskaya, G Biedenbach
Marketing Intelligence & Planning 36 (4), 455-469, 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
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
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
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, 1-23, 2011
The mechanism of market driving with a corporate brand-The case of a global retailer
V Tarnovskaya
Lund University, 2007
Multiple stakeholders and B2B branding in emerging markets
G Tarnovskaya, V., Biedenbach
Qualitative Market Research 19 (3), 287-309, 2016
Brand theories: Perspectives on brands and branding
J Bertilsson, V Tarnovskaya
Studentlitteratur AB, 2017
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
Content marketing: New opportunities for building strong brand online
A Georgieva, A Djoukanova
Lund University, 2014
The brand I call home? Employee-brand appropriation at IKEA
VV Tarnovskaya
Branded Lives: The Production and Consumption of Meaning at Work, 128-147, 2011
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
Proactive Corporate Sustainability via Social Innovation—A Case Study of the Hennes & Mauritz Grand Challenge in Bangladesh
V Tarnovskaya, SM Hĺnell, D Tolstoy
Sustainability 14 (2), 599, 2022
Corporate brand as a contract with stakeholders–theology or pragmatism?
V Tarnovskaya
Marketing Intelligence & Planning 33 (6), 865-886, 2015
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
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