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Veronika Tarnovskaya
Senior lecturer
![Veronika Tarnovskaya . photo](/sites/lusem.lu.se/files/styles/lu_personal_page_desktop/public/2024-04/VeronikaTarnovskaya.jpg.webp?itok=bct1iwEh)
Publications
Displaying of publications. Sorted by year, then title.
Market shaping MNCs in emerging markets - stakeholder engagement and the role of embeddedness
Janina M. Schaumann, Veronika Tarnovskaya
(2023) Industrial Marketing Management, 114 p.64-79
Journal articleOrganizational resilience and internal branding: investigating the effects triggered by self-service technology
Galina Biedenbach, Thomas Biedenbach, Peter Hulten, Veronika Tarnovskaya
(2022) Journal of Brand Management, 29 p.420-433
Journal articleProactive Corporate Sustainability via Social Innovation—A Case Study of the Hennes & Mauritz Grand Challenge in Bangladesh
Veronika Tarnovskaya, Sara Melén Hånell, Daniel Tolstoy
(2022) Sustainability, special issue
Journal articleIKEA: Expanding in Russia
Ulf Elg, Anna Jonsson, Veronika Tarnovskaya
(2022) International Marketing , p.515-520
Book chapterDrivers or passengers? A taxonomy of multinationals’ approaches to corporate social responsibility implementation in developing markets
Veronika Tarnovskaya, Daniel Tolstoy, Sara Melén Hånell
(2022) International Marketing Review, 39 p.1-24
Journal articleThe Contribution of Innovation to CSR and Sustainability Implementation by Firms in Emerging Markets
(2021) Sustainability, special issue
Editor for a journalB2B brand equity : investigating the effects of human capital and relational trust
Galina Biedenbach, Peter Hultén, Veronika Tarnovskaya
(2019) Journal of Business and Industrial Marketing, 34 p.1-11
Journal articleCorporate rebranding failure and brand meanings in the digital environment
Veronika Tarnovskaya, Galina Biedenbach
(2018) Marketing Intelligence and Planning, 36 p.455-469
Journal articleCorporate Brand Identity and Image : to Align or Separate - This is the Question
Veronika Tarnovskaya
(2017) Brand Theories : Perspectives on brands and branding , p.45-64
Book chapterHandeln rustar för multi-kanal
Jens Hultman, Christian Fuentes, Klas Hjort, Ulf Johansson, Veronika Tarnovskaya
(2017)
ReportMultiple stakeholders and B2B branding in emerging markets
Veronika Tarnovskaya, Galina Biedenbach
(2016) Qualitative Market Research, 19 p.287-309
Journal articleCorporate brand as a contract with stakeholders – theology or pragmatism?
Veronika Tarnovskaya
(2015) Marketing Intelligence and Planning, 33 p.865-886
Journal articleMarket driving multinationals and their global sourcing network
Pervez N. Ghauri, Veronika Tarnovskaya, Ulf Elg
(2015) International Business Strategy : Theory and Practice , p.601-614
Book chapterIKEA: Entering Russia
Ulf Elg, Anna Jonsson, Veronika Tarnovskaya
(2014) International Marketing 4th edition , p.529-533
Book chapterMarket-driving strategy implementation through global supplier relationships
Ulf Elg, Seyda Z. Deligonul, Pervez N. Ghauri, Wade Danis, Veronika Tarnovskaya
(2012) Industrial Marketing Management, 41 p.919-928
Journal articleThe Brand I Call Home? Employee–Brand Appropriation at IKEA
Veronika Tarnovskaya
(2011) Branded Lives: The Production and Consumption of Identity at Work
Book chapterDeveloping a market driving strategy for foreign markets: Internal capabilities and external activities
Ghauri Pervez N., Ulf Elg, Veronika Tarnovskaya, Wang Fatima
(2011) Schmalenbach Business Review, 11 p.1-23
Journal articleBranding Capability of Technology of Technology Born Globals
Liliya Altshuler, Veronika Tarnovskaya
(2010) Journal of Brand Management, 18 p.212-227
Journal articleThe activities and capabilities of global market driving firms.
Ulf Elg, Pervez Ghauri, Veronika Tarnovskaya
(2010) CIMaR 2010 Conference Proceedings
Conference paperIKEA: Entering Russia
Ulf Elg, Anna Jonsson, Veronika Tarnovskaya
(2010) International Marketing , p.584-587
Book chapterMarket driving multinationals and their global sourcing network
Pervez N. Ghauri, Veronika Tarnovskaya, Ulf Elg
(2008) International Marketing Review, 25 p.504-519
Journal articleThe Role of Networks and Matching in Market Entry to Emerging Retail Markets
Ulf Elg, Pervez Ghauri, Veronika Tarnovskaya
(2008) International Marketing Review, 25 p.674-699
Journal articleKey factors in the international market driving process: the role of internal competencies and external network actors.
Ulf Elg, Ghauri Pervez, Sinkovics Rudolf, Veronika Tarnovskaya
(2008) [Host publication title missing]
Conference paper“The role of corporate branding in market driving strategy”
Veronika Tarnovskaya, Ulf Elg, Steve Burt
(2008) International Journal of Retail & Distribution Management, 36 p.941-965
Journal articleA balanced approach to stakeholder value creation with a corporate brand
Veronika Tarnovskaya
(2008)
Conference paperThe Mechanism of Market Driving with a Corporate Brand - The Case of a Global Retailer
Veronika Tarnovskaya
(2007)
DissertationMarket driving supplier strategy: IKEA’s global sourcing network in Europé
Veronika Tarnovskaya
(2007)
Conference paperMarket driving supplier strategy: A study of IKEA’s globalsourcing network
Ulf Elg, Pervez Ghauri, Veronika Tarnovskaya
(2007)
Conference paperThe role of global, macro and micro level matching in market entry and positioning on emerging consumer markets
Ulf Elg, Pervez Ghauri, Veronika Tarnovskaya
(2006)
Conference paperThe interplay between matching and networks in the entry process into emerging consumer markets
Ulf Elg, Pervez Ghauri, Veronika Tarnovskaya, Rudolf R. Sinkovics
(2006)
Conference paperCombining Values, Brands and People: IKEA as a Global Market Driving Company
Veronika Tarnovskaya, Ulf Elg, Steve Burt
(2006)
Conference paperThe Role of Corporate Branding in a Market Driving Strategy
Veronika Tarnovskaya, Ulf Elg, Steve Burt
(2005) Lund Institute of Economic Research Working Paper Series
Working paperThe Specificity of Market Driving for a Global Retailer
Veronika Tarnovskaya
(2005)
Conference paperThe Dynamics of Market-Driving in a Globally Branded Retail Company
Veronika Tarnovskaya, Ulf Elg
(2004)
Conference paperExploring the Dynamics of Market driving Strategy with a focus on Corporate Branding: the case of Ikea in Russia
Veronika Tarnovskaya, Ulf Elg
(2004)
Conference paperInternational growth through cooperation: Brand-driven strategies, leadership, and career development in Sweden
Rikard Larsson, KR Brousseau, MJ Driver, M Holmqvist, Veronika Tarnovskaya
(2003) Academy of Management Executive, 17 p.7-21
Journal article