Mara does empirical research in the areas of Industrial Organization and Organizational Economics. At a broad level, Mara studies how companies compete and how they organize themselves for competitive advantage.  She is best known for her research on loyalty programs and vertical integration. Much of her work has been focused on the airline industry and she is recognized as an expert in this area. Her work has been published in the American Economic Review, the RAND Journal of Economics and the Review of Economics and Statistics, among others.

On the teaching side, Mara delivers courses on strategy, data analytics, and business problem-solving in Rotman’s MBA and Executive Education programs. In 2012, she developed Rotman’s MBA Capstone course. In 2015, she launched Rotman’s Data Literacy for Managers executive education program.