Mara Guerra is a PhD candidate in the Innovation and Entrepreneurship area at Imperial College Business School. She is interested in technology commercialization and venture strategy formation under conditions of demand heterogeneity. Currently she is exploring the antecedents of market strategies for entrepreneurial ventures commercializing potentially disruptive technologie. She examines these market choices at entry and over the evolution of the ventures. She studies these dynamics in the solar photovoltaic industry. She holds a master of research from Imperial College Business School and a master of science in Innovation and Entrepreneurship from the Free University of Bolzano. She started her doctoral journey in 2015.