Contact
- +44 (0)20 7040 4880
- mara.guerra@city.ac.uk
Visit Mara Guerra
Room BR6020, Bunhill Row
Postal address
106 Bunhill Row
London
EC1Y 8TZ
United Kingdom
About
Overview
Dr. Mara Guerra is a Lecturer (assistant professor) in Strategy at Bayes Business School. Her research falls broadly into two streams. In the first stream, she examines entrepreneurial decision making in the early stages of industry emergence. She focuses on how pre-entry experience of founders and industry conditions affect early strategic decisions. In the second stream, she focuses on industry/technology emergence and evolution. Here, she focuses on technological failure and the factors that play a role in stifling the emergence of new industries/technologies. At Bayes, she teaches Strategic Management and Marketing at the MSc level and New Product Development at the undergraduate level. 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
Additional topics
- Business History
Publications
Journal article
- 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.