Veronika Tarnovskaya
Veronika Tarnovskaya
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Retail internationalization and retail failure: issues from the case of Marks and Spencer
SL Burt, K Mellahi, TP Jackson, L Sparks
The International Review of Retail, Distribution and Consumer Research 12 (2 …, 2002
The role of networks and matching in market entry to emerging retail markets
U Elg, PN Ghauri, V Tarnovskaya
International Marketing Review, 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, 2008
Branding capability of technology born globals
L Altshuler, VV Tarnovskaya
Journal of Brand Management 18 (3), 212-227, 2010
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
Internalising a brand across cultures: the case of IKEA
VV Tarnovskaya, L de Chernatony
International Journal of Retail & Distribution Management, 2011
The mechanism of market driving with a corporate brand-The case of a global retailer
V Tarnovskaya
Lund University, 2007
Reinventing personal branding building a personal brand through content on YouTube
V Tarnovskaya
Marketing 3 (1), 2017
Multiple stakeholders and B2B branding in emerging markets
G Tarnovskaya, V., Biedenbach
Qualitative Market Research 19 (3), 287-309, 2016
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 (3), 1-23, 2011
The brand I call home? Employee-brand appropriation at IKEA
VV Tarnovskaya
Branded Lives: The Production and Consumption of Meaning at Work, 128-47, 2011
Brand theories: Perspectives on brands and branding
J Bertilsson, V Tarnovskaya
Studentlitteratur, 2017
Market driving supplier strategy: IKEA’s global sourcing network in two developing markets
V Tarnovskaya, PN Ghauri, U Elg
Proceedings of the International Conference" Novye napravleniya razvitiya …, 2007
Handeln rustar för multikanal
J Hultman, C Fuentes, K Hjort, U Johansson, V Tarnovskaya
Centrum för handelsforskning vid Lunds universitet, 2017
Content marketing: new opportunities for building strong brands online
A Georgieva, A Djoukanova, V TARNOVSKAYA
Degree Project, 2014
Activating stakeholders: An approach by MNCs in emerging markets
VV Tarnovskaya
Business, society and politics (international business and management) 28, 45-68, 2012
The mechanism of market driving with a corporate brand
V Tarnovskaya
Lund Business Press, Lund, 2007
B2B brand equity: investigating the effects of human capital and relational trust
G Biedenbach, P Hultén, V Tarnovskaya
Journal of Business & Industrial Marketing, 2019
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