Veronika Tarnovskaya

Assistant Professor

Phone: +46 (0)46 222 00 00

Mobile: +46 (0) 709 163990

Fax:

E-mail: veronika.tarnovskaya@fek.lu.se

---

Research

Corporate branding

My research areas include corporate branding in general and as applied to retailing, market orientation with a focus on market driving strategies and some HRM aspects. As far as two first areas are concerned, I’m trying to connect them conceptually and develop new models that would deepen our understanding of the expansion success of some global branded retailers. What is the mechanism of their market approach? How do they use their corporate brands internally and externally to create a strong impact on many different markets? What is the nature of this impact short and long-term? What is the role of employees in this process and how can a company combine market driving with a human (less coercive) approach? I have presented some preliminary findings at a number of conferences (see the list) as well as co-authored one journal publication.

Publications

1. Larsson, R., Brousseau, K., Driver, M., Holmqvist, M. and Tarnovskaya V., 2003. International Growth Through Cooperative Strategies. Brand-Driven Strategies, Leadership and Career Development in Sweden, The Academy of Management Executive, 17(1), pp. 1-19.2.

2. “Re-conceptualising Internal Branding with the help of Career Concept Model”, conference paper presented at the 32nd EMAC Conference, Glasgow, May 19-24, 2003.

3. “Building strong corporate brands in retailing: internal branding approach with Human Resource Management”, paper presented at the EAERCD Conference in Paris, July 2-4, 2003 (co-author Rikard Larsson).

4. The Strategic Human Side of International Expansion : Making, Buying and/or Cooperating Our Way to Corporate Growth in Europe” , conference paper presented at the conference ”Europeisk integration i svensk ekonomisk forskning” Mölle, Sweden, May 20-23, 2003 (co-author Rikard Larsson).

5. “Exploring the Dynamics of Market Driving Strategy, Conference paper presented at the 33-d EMAC Conference in Murcia, Spain, 20-25 May, 2004 with a Focus on Corporate Branding: the Case of Ikea in Russia” (co-author Ulf Elg).

6. “The Dynamics of Market-Driving in a Globally Branded Retail Company”, conference paper presenetd at the EURAM Conference, univ-ty of St. Andrews, 5-8 May, 2004 “The Dynamics of Market-Driving in a Globally Branded Retail Company” (co-author Ulf Elg).

 

Tillbaka