Intro to Company & Industry Research

Ms. Shana Gass, MSLS, MSsgass@towson.eduReference LibrarianCook LibraryTowson University

June 2010

Your Writing Evaluation & Pecha Kucha

• Questions?

Industries• Exist on a continuum from very broad ("Retail") to

niche ("software for the real estate industry" or "customized gift baskets")

• Many sources are biased towards broader industries (“household durables” rather than “refrigerators”)

• The same industry can be described differently, depending on the source(“shoes” vs. “footwear”)

• TIP: Take note of alternate ways your industry is described. Be ready to try alternatives

Advanced Industry Searching:

Industry Codes• There are classification systems of industry codes

(ex: NAICS, SIC). Leverage a code to find info on a specific industry– Examples of Codes:

For the industry Motion Picture & Video Production…SIC code = 7812NAICS code = 512110

• Some resources where you can use industry codes: – Mergent Online (database/SIC, NAICS)– Business Source Complete (database/NAICS - Advanced

Search)– Market Share Reporter (2-book set/arranged by SIC)

Link to Business Databases!Business Subject Gateway

Cook Library web site > Subject Gateways > Business

OR:

http://cooklibrary.towson.edu/business

LexisNexis Academic - Company Dossier

• LexisNexis Academic > Business > search for company

• Smorgasbord of company info:– Background / business description– News– Competitors– Financials – Corporate structure– Law cases & patents…

• Custom reports

In LexisNexis Academic, Cook Library Database

Also in Lexis Nexis: Hoover’s In-Depth Company Profiles• Public & private, US & International

• Financials, personnel, subsidiaries

• History & Recent events

• Links to (brief) industry info

• Updated frequently

In LexisNexis Academic, Cook Library Database Look for the links in the

Company Dossier, or search Company Profiles section

Annual Report (“AR”)

• Communication w/current (& prospective) shareholders

• Required by SEC

• AR vs. 10-K

– AR: Summarized financials, photos & info-graphics, letter to shareholders, marketing info

– 10-K: detailed financials, no glitzy graphics

– For some companies, there’s no separate AR: the 10-K serves as the AR

– More info about the differences

Google [company name] investors,

or look for link to Investors on the company web site

Annual Report (“AR”)

• Key sections:

– Letter to Shareholders

– Management’s Discussion & Analysis

• Learn about:

– Biz details, Strategy, Competition, Risks

– Financials

– Lawsuits, shareholder action

Industry Associations AKA Trade Associations• Represent the industry – members are companies• Can be regional, national, international• Goldmine of info: news, statistics, advocacy (lobbying)• Strategy:

– Identify a relevant industry association– Then mine its web site [search and browse]

• Tips: – Try a directory (ex: Gateway to Associations)

or a Google Search: [industry name] association OR organization

– These orgs publish trade publications & are quoted as authorities in newspaper articles

ValueLine• Company info (1700 public co’s)

• Industry info (97 industries)

• Investment perspective

• Financials & Stock performance

• Analysis

• Ranking of companies & industries Timeliness =

how well VL analyst thinks stock will perform in next 6-12 mos. 1 is the best

Safety = VL’s measure of volatility1 is the least volatile

Cook Library Database

You’ll see this icon next to the company name when you first look it

up if timeliness rank has changed since report date – click for more info

Use the Education tab to learn more!

ValueLine• See a sample company lookup

• See a sample industry lookup

Datamonitor SWOTs

• Strengths, Weaknesses, Opportunities, & Threats• Basic company info• Steps:

– Access Business Source Complete– Do a simple search for company– Under narrow by source…click on More >> – Next, click on SWOT Analyses

• Datamonitor reports embargoed for academic market – may be a bit old

In Business Source Complete, Cook Library Database

Datamonitor SWOTs

• See a sample SWOT lookup

Datamonitor Industry Profiles

• International, national, and regional industries• Market size, forecasts, competition…• Steps:

– Access Business Source Complete– Do a simple search for industry– Under narrow by source…click on More >> – Next, click on Industry Profiles

• Datamonitor reports embargoed for academic market – may be a bit old

In Business Source Complete, Cook Library Database

Standard & Poor’s NetAdvantage – Industry Surveys• 50+ broad North American industries

• Environment

• Trends

• How the industry operates

• How to analyze the industry

• Comparative financials for leading companies

• “Industry References” = sources of Industry info

Industry publications

Trade organizations

Cook Library Database

Standard & Poor’s NetAdvantage – Two Ways to Locate an Industry Survey

More Research Tips!

http://pages.towson.edu/sgass/courses

Questions?

…feel free to contact me!

Ms. Shana Gass (410) 704-2395 sgass@towson.edu

or contact me through the BUSX 301 Ning

To contact the Cook Library Reference Desk:

Cook Library Web Site > Ask a Librarian

[Visit – call – IM – TXT – email]