| The role of networks and matching in market entry to emerging retail markets U Elg, PN Ghauri, V Tarnovskaya International Marketing Review, 2008 | 168 | 2008 |
| Market driving multinationals and their global sourcing network PN Ghauri, V Tarnovskaya, U Elg International Marketing Review, 2008 | 108 | 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 | 86 | 2003 |
| The role of corporate branding in a market driving strategy V Tarnovskaya, U Elg, S Burt International Journal of Retail & Distribution Management, 2008 | 77 | 2008 |
| Branding capability of technology born globals L Altshuler, VV Tarnovskaya Journal of Brand Management 18 (3), 212-227, 2010 | 65 | 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 | 51 | 2012 |
| Internalising a brand across cultures: the case of IKEA VV Tarnovskaya, L de Chernatony International Journal of Retail & Distribution Management, 2011 | 37 | 2011 |
| Corporate rebranding failure and brand meanings in the digital environment V Tarnovskaya, G Biedenbach Marketing Intelligence & Planning, 2018 | 36 | 2018 |
| B2B brand equity: investigating the effects of human capital and relational trust G Biedenbach, P Hultén, V Tarnovskaya Journal of Business & Industrial Marketing, 2018 | 26 | 2018 |
| The mechanism of market driving with a corporate brand-The case of a global retailer V Tarnovskaya Lund University, 2007 | 22 | 2007 |
| Multiple stakeholders and B2B branding in emerging markets G Tarnovskaya, V., Biedenbach Qualitative Market Research 19 (3), 287-309, 2016 | 18* | 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 | 17 | 2011 |
| Brand theories: Perspectives on brands and branding J Bertilsson, V Tarnovskaya Studentlitteratur AB, 2017 | 14 | 2017 |
| Content marketing: new opportunities for building strong brands online A Georgieva, A Djoukanova Lund University, 2014 | 12 | 2014 |
| The Brand I Call Home? Employee–Brand Appropriation at IKEA VV Tarnovskaya Branded lives, 2011 | 11 | 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 | 10 | 2007 |
| Handeln rustar för multikanal J Hultman, C Fuentes, K Hjort, U Johansson, V Tarnovskaya Digitalisering i handeln: Navigera rätt bland utmaningar och möjligheter i …, 2017 | 8 | 2017 |
| The mechanism of market driving with a corporate brand V Tarnovskaya Lund Business Press, Lund, 2007 | 7 | 2007 |
| Corporate Brand as a Contract with Stakeholders–theology or Pragmatism? V Tarnovskaya Marketing Intelligence & Planning, 2015 | 6 | 2015 |
| Activating stakeholders: An approach by MNCs in emerging markets VV Tarnovskaya Business, Society and Politics, 2012 | 6 | 2012 |
