Intro to
Company
& Industry
Research
Ms. Shana Gass, MSLS, MS
sgass@towson.edu
Reference Librarian
Cook Library
Towson 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 = 7812
NAICS 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
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
Annual Report (“AR”)
Google
[company name] investors,
or look for link to Investors on
the company web site
• Communication w/current (& prospective)
shareholders
• Required by SEC
• AR vs. 10-K
– AR: Summarized financials, photos & infographics, 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
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
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
• 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 volatility
1 is the least volatile
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
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
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
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]