Veronika Tarnovskaya

Senior Lecturer, Associate Professor
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  1. 2019
  2. B2B brand equity: investigating the effects of human capital and relational trust

    Biedenbach, G., Hultén, P. & Veronika Tarnovskaya, 2019, In : Journal of Business and Industrial Marketing. 34, 1, p. 1-11

    Research output: Contribution to journalArticle

  3. 2018
  4. Corporate rebranding failure and brand meanings in the digital environment

    Veronika Tarnovskaya & Biedenbach, G., 2018 Jun 4, In : Marketing Intelligence and Planning. 36, 4, p. 455-469

    Research output: Contribution to journalArticle

  5. 2017
  6. Corporate Brand Identity and Image: to Align or Separate - This is the Question

    Veronika Tarnovskaya, 2017 May 18, Brand Theories: Perspectives on brands and branding. Tarnovskaya, V. & Bertilsson, J. (eds.). 1 ed. Lund: Studentlitteratur, p. 45-64 20 p.

    Research output: Chapter in Book/Report/Conference proceedingBook chapter

  7. Brand Theories: Perspectives on Brands and Branding

    Jon Bertilsson (ed.) & Veronika Tarnovskaya (ed.), 2017 May 15, 1 ed. Lund: Studentlitteratur. 304 p.

    Research output: Book/ReportAnthology (editor)

  8. Handeln rustar för multi-kanal

    Jens Hultman, Christian Fuentes, Klas Hjort, Ulf Johansson & Veronika Tarnovskaya, 2017, Handelsrådet.

    Research output: Book/ReportReport

  9. 2016
  10. Multiple stakeholders and B2B branding in emerging markets

    Veronika Tarnovskaya & Biedenbach, G., 2016 Jun 1, In : Qualitative Market Research: An International Journal. 19, 3, p. 287-309 23 p.

    Research output: Contribution to journalArticle

  11. 2015
  12. Corporate brand as a contract with stakeholders – theology or pragmatism?

    Veronika Tarnovskaya, 2015 Mar, In : Marketing Intelligence and Planning. 33, 6, p. 865-886 22 p.

    Research output: Contribution to journalArticle

  13. 2014
  14. IKEA: Entering Russia

    Ulf Elg, Anna Jonsson & Veronika Tarnovskaya, 2014, International Marketing 4th edition. Ghauri, P. & Cateora, P. (eds.). McGraw Hill, p. 529-533

    Research output: Chapter in Book/Report/Conference proceedingBook chapter

  15. 2012
  16. Market-driving strategy implementation through global supplier relationships

    Ulf Elg, Deligonul, S. Z., Ghauri, P. N., Danis, W. & Veronika Tarnovskaya, 2012, In : Industrial Marketing Management. 41, 6, p. 919-928

    Research output: Contribution to journalArticle

  17. 2011
  18. Developing a market driving strategy for foreign markets: Internal capabilities and external activities

    Pervez N., G., Ulf Elg, Veronika Tarnovskaya & Fatima, W., 2011, In : Schmalenbach Business Review. 11, 3, p. 1-23

    Research output: Contribution to journalArticle

  19. The Brand I Call Home? Employee–Brand Appropriation at IKEA

    Veronika Tarnovskaya, 2011, Branded Lives: The Production and Consumption of Identity at Work. Edward Elgar Publishing

    Research output: Chapter in Book/Report/Conference proceedingBook chapter

  20. 2010
  21. Branding Capability of Technology of Technology Born Globals

    Altshuler, L. & Veronika Tarnovskaya, 2010, In : Journal of Brand Management. 18, 3, p. 212-227

    Research output: Contribution to journalArticle

  22. The activities and capabilities of global market driving firms.

    Ulf Elg, Ghauri, P. & Veronika Tarnovskaya, 2010, CIMaR 2010 Conference Proceedings. [Publisher information missing]

    Research output: Chapter in Book/Report/Conference proceedingPaper in conference proceeding

  23. 2008
  24. A balanced approach to stakeholder value creation with a corporate brand

    Veronika Tarnovskaya, 2008, (Submitted).

    Research output: Contribution to conferencePaper, not in proceeding

  25. Key factors in the international market driving process: the role of internal competencies and external network actors.

    Ulf Elg, Pervez, G., Rudolf, S. & Veronika Tarnovskaya, 2008, [Host publication title missing]. the Annual Conference of the Consortium of International Marketing Research (CIMaR)

    Research output: Chapter in Book/Report/Conference proceedingPaper in conference proceeding

  26. Market driving multinationals and their global sourcing network

    Ghauri, P. N., Veronika Tarnovskaya & Ulf Elg, 2008, In : International Marketing Review. 25, 5, p. 504-519

    Research output: Contribution to journalArticle

  27. The Role of Networks and Matching in Market Entry to Emerging Retail Markets

    Ulf Elg, Ghauri, P. & Veronika Tarnovskaya, 2008, In : International Marketing Review. 25, 6, p. 674-699

    Research output: Contribution to journalArticle

  28. 2007
  29. Market driving supplier strategy: A study of IKEA’s globalsourcing network

    Ulf Elg, Ghauri, P. & Veronika Tarnovskaya, 2007.

    Research output: Contribution to conferencePaper, not in proceeding

  30. Market driving supplier strategy: IKEA’s global sourcing network in Europé

    Veronika Tarnovskaya, 2007.

    Research output: Contribution to conferencePaper, not in proceeding

  31. The Mechanism of Market Driving with a Corporate Brand - The Case of a Global Retailer

    Veronika Tarnovskaya, 2007, Lund Business Press. 387 p.

    Research output: ThesisDoctoral Thesis (monograph)

  32. 2006
  33. Combining Values, Brands and People: IKEA as a Global Market Driving Company

    Veronika Tarnovskaya, Ulf Elg & Burt, S., 2006.

    Research output: Contribution to conferencePaper, not in proceeding

  34. The interplay between matching and networks in the entry process into emerging consumer markets

    Ulf Elg, Ghauri, P., Veronika Tarnovskaya & Sinkovics, R. R., 2006.

    Research output: Contribution to conferencePaper, not in proceeding

  35. The role of global, macro and micro level matching in market entry and positioning on emerging consumer markets

    Ulf Elg, Ghauri, P. & Veronika Tarnovskaya, 2006.

    Research output: Contribution to conferencePaper, not in proceeding

  36. 2005
  37. The Role of Corporate Branding in a Market Driving Strategy

    Veronika Tarnovskaya, Ulf Elg & Burt, S., 2005, Institute of Economic Research. School of Economics and Management, Lund University, (Lund Institute of Economic Research Working Paper Series; no. 2).

    Research output: Working paper

  38. The Specificity of Market Driving for a Global Retailer

    Veronika Tarnovskaya, 2005.

    Research output: Contribution to conferencePaper, not in proceeding

  39. 2004
  40. The Dynamics of Market-Driving in a Globally Branded Retail Company

    Veronika Tarnovskaya & Ulf Elg, 2004.

    Research output: Contribution to conferencePaper, not in proceeding

  41. 2003
  42. International growth through cooperation: Brand-driven strategies, leadership, and career development in Sweden

    Rikard Larsson, Brousseau, KR., Driver, MJ., Holmqvist, M. & Veronika Tarnovskaya, 2003, In : Academy of Management Executive. 17, 1, p. 7-21

    Research output: Contribution to journalArticle