| 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 | 225 | 2002 |
| The role of networks and matching in market entry to emerging retail markets U Elg, PN Ghauri, V Tarnovskaya International Marketing Review, 2008 | 156 | 2008 |
| Market driving multinationals and their global sourcing network PN Ghauri, V Tarnovskaya, U Elg International Marketing Review 25 (5), 504-519, 2008 | 102 | 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 | 79 | 2003 |
| The role of corporate branding in a market driving strategy V Tarnovskaya, U Elg, S Burt International Journal of Retail & Distribution Management, 2008 | 68 | 2008 |
| Branding capability of technology born globals L Altshuler, VV Tarnovskaya Journal of Brand Management 18 (3), 212-227, 2010 | 54 | 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 | 44 | 2012 |
| Internalising a brand across cultures: the case of IKEA VV Tarnovskaya, L de Chernatony International Journal of Retail & Distribution Management, 2011 | 31 | 2011 |
| The mechanism of market driving with a corporate brand-The case of a global retailer V Tarnovskaya Lund University, 2007 | 19 | 2007 |
| Reinventing personal branding building a personal brand through content on YouTube V Tarnovskaya Marketing 3 (1), 2017 | 16 | 2017 |
| Multiple stakeholders and B2B branding in emerging markets G Tarnovskaya, V., Biedenbach Qualitative Market Research 19 (3), 287-309, 2016 | 12* | 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 | 12 | 2011 |
| The brand I call home? Employee-brand appropriation at IKEA VV Tarnovskaya Branded Lives: The Production and Consumption of Meaning at Work. Ed …, 2011 | 12 | 2011 |
| Brand theories: perspectives on brands and branding J Bertilsson, V Tarnovskaya Studentlitteratur, 2017 | 11 | 2017 |
| Corporate rebranding failure and brand meanings in the digital environment V Tarnovskaya, G Biedenbach Marketing Intelligence & Planning, 2018 | 10 | 2018 |
| 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 | 10 | 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 | 7 | 2019 |
| Content marketing: new opportunities for building strong brands online A Georgieva, A Djoukanova, V TARNOVSKAYA Degree Project, 2014 | 7 | 2014 |
| Handeln rustar för multikanal J Hultman, C Fuentes, K Hjort, U Johansson, V Tarnovskaya Centrum för handelsforskning vid Lunds universitet, 2017 | 6 | 2017 |
| Activating stakeholders: An approach by MNCs in emerging markets VV Tarnovskaya Business, society and politics (international business and management) 28, 45-68, 2012 | 6 | 2012 |
