Contact
- +44 (0)20 7040 4880
- Mara.Guerra@citystgeorges.ac.uk
About
Overview
Dr. Mara Guerra is a Senior Lecturer in Strategy at Bayes Business School. Her research lies at the intersection of industry evolution, technology management and firm strategy, with her work falling into two research streams. In the first one she focuses on firm strategies in nascent industries and in the second one she explores the contributions of heterogenous actors to alternative paths of emergence. She studies technology-intensive contexts such as the solar photovoltaic industry and the aviation industry. Dr. Guerra's research has been published in the Strategic Management Journal and Academy of Management Annals. At Bayes, she has taught the undergraduate New Product Development Module, and the Strategy module in the full-time MBA. She currently is the director of the Full-time MBA program. Before joining Bayes, she was a postdoctoral researcher at ETH Zurich (Switzerland) and a PhD candidate at Imperial College Business School (UK).
Qualifications
- PhD, Imperial College London, United Kingdom
Expertise
Primary topics
- Technology Management
- Strategic Management
- Entrepreneurship
- Business History
Industries
- high technology
Publications
Journal articles (4)
- Guerra, M. and Agarwal, R. (2026). Technology (Non-) Emergence: How System Interdependencies Among Activities by Heterogeneous Actors Shaped Alternative Solar Technology Trajectories. Organization science
- Agarwal, R., Guerra, M., Moeen, M. and Aversa, P. (2025). Creating New Industries: The Generative Role of Heterogeneous Actors. Academy of Management Annals, 19(2), pp. 476-521. doi:10.5465/annals.2023.0244
- Guerra, M., Clarysse, B. and Wadhwa, A. (2025). Navigating market entry decisions in the solar PV industry: The role of founders' pre‐entry experience across the value chain. Strategic Management Journal, 46(6), pp. 1392-1427. doi:10.1002/smj.3699
- Nigam, A. and Guerra, M. (2023). Themed issue: Methodological pluralism and innovation to advance strategic organization research in organizations and fields. Strategic Organization, 21(3), pp. 495-500. doi:10.1177/14761270231184668