MNGT 481:
Research for
Business
Strategy
& Policy
Dr. Sonya Merrill
Ms. Shana Gass, MSLS, MS, sgass@towson.edu
http://pages.towson.edu/sgass/courses
February 2011
Better Searching
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Choose appropriate source
Background
A stingy search – each word reduces results
Boolean searching (AND, OR, NOT)
Truncation: strateg* finds strategy, strategic, strategies…
Coping “tricks” – re-sorting, narrowing down, searching
in title, etc.
• Watch the dates
• “Look for your answer, not your question”
• Sometimes the answer is not to search but to read…
(prime example: value chain)
Boolean Searching
• Makes your searches work better in library databases
• AND: use to require words in results
Examples:
Google and advertising
Netflix and strategy
• OR: use to give wiggle room, options for what words can appear.
Usually use for synonyms or related terms.
“Or = More”
Examples:
regulation or legislation
supplier or distributor
• NOT: use to exclude results that have that word
The nuclear option – use with caution!
Examples:
Microsoft not antitrust
Apple not juice
Searching for Strategy
(or other concepts)?
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[company name] and strateg*
Read: company reports
Read Annual Report > Letter to Shareholders
Read C-level interviews
Watch for patterns (and patents?)
A SWOT: Steps
1. Access Business Source Complete database.
2. Search for your company
3. On left side of screen, look Refine your
search > source types > Show More > SWOT
Analyses (if available). Click.
4. Click on PDF file
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Company information – SWOT from Business Source Complete
Article searching – Business Source Complete
Company financials – Mergent
Company news scan – Factiva
Company Info /
Strengths & Weaknesses
• Company web site – especially Investor
Relations page
• Hoover’s In-depth record in LexisNexis
Academic database > Companies > Company
Profiles
• News and analysis
Opportunities & Threats
• Competitor info
• Industry info (often clues to external
environment)
• Marketing info
– http://cooklibrary.towson.edu/marketing
• Recession
– http://pages.towson.edu/sgass/courses/
downturn_recovery.pdf
• News & analysis!
Cite Your Sources!
• Remember to cite in-text (using parenthetical
citations) as needed AND to include a
bibliography with complete information about
all your sources
• Shana’s APA Citation Guide
Questions?
…feel free to contact me!
Ms. Shana Gass
(410) 704-2395
sgass@towson.edu *preferred
Or the reference department:
Cook Library Website > Ask a Librarian for options
(visit, email, call, IM, text…)