Your Business Librarian
 Colette Holmes, Management Librarian
 Folsom Library, Room 341 A,
One floor above Main (entry) floor
 Mon – Fri, 8:30 AM – 3:00 PM
 Email: holmec@rpi.edu
 Voice: 276-8331
Marketing Info Sources
 Library Catalog
 Marketing & Industry Reports – Database bundles
 Company Information – Public vs. Private
 Trade Publications
 Statistical Information – Mostly public domain
Private Companies
 May be …
 Well-known - Dunkin Donuts
 Large – Mars
 Long established – Ghirardelli (est. 1852)
 Family owned - Pink Hot Dogs, Inc.
 Employee owned – Hy-Vee, Inc.
 Always difficult and nearly impossible to research!
Public Companies
 Example – Starbucks
 Ticker symbol (sbux)
 Sells stock.
 Traded on stock exchanges(s).
 Must report to SEC (Security & Exchange Commission)
 SEC filings are public domain.
 EASY TO RESEARCH!
Codes: Companies & Industries
 Starbucks’s Primary Codes
 SIC 2095
(Roasted Coffee)
 NAICS 311920
(Coffee and Tea Manufacturing)
 Search for info by company and/or industry.
 Make comparisons.
SIC & NAICS
 SIC codes - introduced 1930s
(Standard Industrial Classification codes)
 NAICS – introduced 1980s
(North American Industrial Classification
System)
SICs & NAICS
 Inconsistent Assignment to Companies
 Seen among business information resources
 Can vary with resources such as Mergent, Hoover’s, US
Economic Census, etc.
 Old and New SICs and NAICS
 No one-to-one translation
 “Bridge translations”
 Ask Dr. NAICS
Keep in Mind…
 SIC/NAICS Inconsistent; Not 1-to-1
 Public vs. Private Companies
 Market/Industry Reports on the Web
 New Interfaces
 Mergent via Mergent’s site
 LexisNexis via Library Catalog
 Won’t See “One Stop” Shopping
The End
Spring 2010