Intro to Company & Industry Research Ms. Shana Gass, MSLS, MS Reference Librarian Cook Library Towson University June 2010

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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 industryNAICSSIC –Examples of Codes: For the industry Motion Picture & Video Production… SIC code = 7812 NAICS code = 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:

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 differencesMore 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 organizationGateway to Associations –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 volatility 1 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 lookupcompany lookup See a sample industry lookupindustry 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 lookupSWOT 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!

Questions? …feel free to contact me! Ms. Shana Gass (410) 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 – ]