1. Copyright © President & Fellows of Harvard College Field Study Research Ann Cullen Fall 2008

2. Reason for Today’s Workshop 1.Provide a strategy in planning your research. 2.Help you think about the questions to ask in probing your topic and what resources Baker has to answer those questions. 3.Highlight extensive resources available to you.

3. Research Strategy The Basics: Company information Industry information Market research data You can get basic guidance for this in: Databases, by Content http://www.library.hbs.edu/databases/by_content_type/ Industry Research Guide http://www.library.hbs.edu/guides/industry_research/

4. Research Strategy beyond the “basics”: Explore a new business opportunity or idea: Search in article databases (Factiva and ABI)FactivaABI Try the BakerHollis Online Catalog (for books!)BakerHollis Online Catalog Find statistics and demographic data: Use the Baker Research Guides - http://www.library.hbs.edu/guides/Baker Research Guides i.e. Statistics Guide or Demographics and Consumer Behavior GuideStatistics Guide Demographics and Consumer Behavior Guide Find a network of contacts in a company or industry: HBS Alumni Navigator at my.hbsHBS Alumni Navigator Executive listings in company information databases – e.g. Capital IQ, Boardex, ZoomInfoCapital IQBoardexZoomInfo Professionally focused social networking offerings - e.g. LinkedIn.comLinkedIn.com Trade Associations, Conferences and Trade shows – e.g. Trade Show News NetworkTrade AssociationsTrade Show News Network Industry trade magazines and directories – listed in Baker Research GuidesBaker Research Guides

5. Google Book Search via HOLLIS catalog

6. HBS Alumni Navigator

7. Market Research Reports on various Industries Suggested Resources for packaged market research reports for various industries: - Global Market Information Database [Euromonitor]Global Market Information Database - Onesource – once in, click on “Industries”Onesource - Forrester ResearchForrester Research - Frost and Sullivan OnlineFrost and Sullivan Online - MarketResearch.com AcademicMarketResearch.com Academic - MintelMintel - Jupiter CommunicationsJupiter Communications - Datamonitor [in Orbis & Business Source Complete]OrbisBusiness Source Complete -ISI Emerging Markets – once in, click on “Industry” tabISI Emerging Markets Where are they all listed? In Baker Databases A-Z List http://www.library.hbs.edu/databases/completelist.html http://www.library.hbs.edu/databases/completelist.html

8. ISI Emerging Markets- see Industry tab ISI Emerging Markets http://www.library.hbs.edu/go/ISI.html http://www.library.hbs.edu/go/ISI.html Interesting report: Women as Consumers in China

9. In addition… You’ll need to locate financial data You might also need legal information

10. Financial Analytical Resources Baker provides access to a number of the major resources commonly used today for financial analysis: Capital IQ http://www.library.hbs.edu/go/capitaliq.htmlhttp://www.library.hbs.edu/go/capitaliq.html - Public and private company data, investment firms, capital transactions. The Deal Pipeline http://www.library.hbs.edu/go/thedeal.html http://www.library.hbs.edu/go/thedeal.html - Data coverage and analysis on M&A, private equity, IPOs and bankruptcies. Bloomberg Professional http://www.library.hbs.edu/go/bloombergprofessional.html http://www.library.hbs.edu/go/bloombergprofessional.html - Vast array of equity, debt, fund and other market data; analytical features. Financial Markets Research Guide http://www.library.hbs.edu/guides/financial_markets/data.html http://www.library.hbs.edu/guides/financial_markets/data.html - List of all the resources available at Baker for financial analysis research.

11. Suggested Resources for Legal Information LexisNexis Legal Research http://www.library.hbs.edu/go/lexisnexis.html Once in, click “Legal” at the top of the screen. http://www.library.hbs.edu/go/lexisnexis.html Bankruptcy Law360 http://www.library.hbs.edu/go/banklaw.html http://www.library.hbs.edu/go/banklaw.html Start-up & emerging companies : planning, financing, and operating the successful business / Richard D. Harroch, Ref. KF1414.S73 1998 Legal information and forms for start-ups. [Book and Cd-Rom] Harvard Law Library Research Resources http://www.law.harvard.edu/library/services/research/ http://www.law.harvard.edu/library/services/research/ Law.com http://www.law.com

12. You might also review HBS Cases HBS cases can often be excellent guides to relevant information for industry research but should not be used as a sources themselves. Cases are based primarily on hard facts, but it's important to remember they are created for classroom use not research support. If required, it's not unheard of for data to be adjusted to support a designated teaching objective. Recommended sources: Harvard Business School Publishing Online http://harvardbusinessonline.hbsp.harvard.edu/hbsp/case_studies.jsp http://harvardbusinessonline.hbsp.harvard.edu/hbsp/case_studies.jsp At this website an index to HBS case studies is available openly on the internet however there is a charge for accessing the cases themselves. European Case Clearing House http://www.ecch.com http://www.ecch.com ECCH is an independent, non-profit organization that provides a broad collection of management case studies at its website, including HBS cases. There is a charge for accessing cases.

13. Sample Field Study Search “Analysis of Business Opportunities in the Organic Food Market”

14. Important questions to ask when exploring this topic What are some of the major companies in this market? In the U.S.? Globally? What general industry sector(s) and subsectors encompass this market? Who are the target customers in this market? What are their needs and expectations? What products and services do they buy today to meet those needs and what price are they willing to pay? What is the size of the market today? How will it change in the future? What are the key channels to market and how do you expect these channels to change in the future?

15. Where Should You Look First? Databases by Content http://www.library.hbs.edu/databases/by_content_type/ Allows you to search for databases by content, subject or alphabetically. Industry Research Guide http://www.library.hbs.edu/guides/industry_research/ This guide includes the following sections: –Identify Companies within an Industry –Industry Classifications –Overviews, analysis and data –Small Sectors and Niche Industries –News, Trends and Trade Publications –Industry Associations and Trade Shows

16. Sample Resources for Industry Overviews The examples below are included in the Industry Research GuideIndustry Research Guide S&P Industry Surveys S&P Industry Surveys - these reports tell you how the industry is organized and how to analyze it - “Foods and Nonalcoholic Beverages” industry report retrieved in search Investext Investext - provides reports from investment banks and investment research firms on a company or industry [Ignore pricing, no charge for reports!] “Food Investors’ Handbook”, Feb. 2008, Credit Suisse This 213 page report retrieved in search: - Title search: food* - Report Type: Industry reports only

17. Topical Research For example: Factiva Factiva - http://www.library.hbs.edu/go/factiva.htmlhttp://www.library.hbs.edu/go/factiva.html Conduct article search on the topic of organic dairy products. List of other article databases to check out – http://www.library.hbs.edu/findarticles.htmlhttp://www.library.hbs.edu/findarticles.html Article Searching Tips - http://www.library.hbs.edu/helpsheets/articlesearchingtips.html http://www.library.hbs.edu/helpsheets/articlesearchingtips.html

19. Additional Questions for this Topic 1.Which region of the world is the biggest consumer/purchaser of organic food? Which area of the US? 2.What are some of the leading companies in the organic food market? 3.What are the key issues to consider when researching the food industry? 4.Where is the US organic food market going? 5.What are analysts saying about Whole Foods Market? 6.How do I find a contact at Tesco?

20. Where would you look? Where would you look to answer these questions?

21. Resources Used 1.Which region of the world is the biggest consumer/purchaser of organic food? Which area of the US? D. “Global Organic Food Market Segmentation by Geographic Region” and “United States survey percentages of organic food purchases by metropolitan area” in TableBaseTableBase 2. What are some of the leading companies in the organic food market? E. “Organic Food Industry Profile: Global” in Business Source CompleteBusiness Source Complete 3.What are the key issues to consider when researching a company within the food industry? C. Link to “How to Analyze a Food or Beverage Company” within the S&P NetAdvantage “Food and Non-Alcoholic Beverages industry report. S&P NetAdvantage

22. Resources Used 4.Where is the US organic food market going? B. Recent articles including “The Going Gets Tough for Organics”, “Organics Face Market Challenges” and “Organic Food Becomes Latest Casualty in Credit Crunch” in Factiva.Factiva 5.What are analysts saying about Whole Foods Market? F. Wall Street Strategies, THINKEQUITY Partners and BB&T Capital Markets reports in InvestextInvestext 6.How do I find a contact at Tesco? A. HBS Alumni Navigator (also Capital IQ)

23. Review of Basic Points Covered Today: Start research with resources in Electronic Resources and Industry Research Guides. Using article databases and books to explore an idea. Baker Research Guides on various industry and topic categories will lead you to sources for various types of information, including statistics, demographics, and more. Locating Contacts: Baker Resources and HBS alumni navigator database can help!

24. And Finally….. Key Tips on Using HBS Baker and other Harvard University Databases Database Passwords – Baker Databases A-Z List – will tell you if a resources needs an extra password or Harvard PIN; also searching tips, database trouble-shooting. Baker Databases A-Z List No extra charge for reports [e.g. Investext] Always use database’s indexing and “Advanced Search” features Numerous download formats often available Where did the information come from? – feel free to ask the librarians about data sources

25. Still Need Help? In-Person Assistance: Reference librarian (Please ask for reference librarian at the front desk) Reference hours: MON-THU: 9 am – 7 pm ; FRI: 9 am - 6pm SAT: 12 pm – 4 pm Standard Baker Library Reading Room Hours*: MON-THURS: 9 a.m.–12 a.m.; FRI: 9 a.m. – 6 p.m. SAT: 12 p.m. – 7 p.m.; SUN: 12 p.m. – 12 a.m. Phone: 617.495.6040 Email: infoservices@hbs.eduinfoservices@hbs.edu Request a consultation (email: infoservices@hbs.edu) to schedule an appointment for an in-depth research consultation with a reference librarian. For more information see ourinfoservices@hbs.edu Consultation page at: http://www.library.hbs.edu/services/consultation.htmlhttp://www.library.hbs.edu/services/consultation.html *Please Note: Reading Room hours vary during the summer and holidays, see “Baker Hours” at: http://www.library.hbs.edu/info/hours.html.http://www.library.hbs.edu/info/hours.html

26. Still Need Help? Online Assistance: Fast Answers - http://www.library.hbs.edu/cgi-bin/faq/http://www.library.hbs.edu/cgi-bin/faq/ Search and browse about 200 answers to library service and substantive research questions. New answers are added daily. Help Guides - http://www.library.hbs.edu/helpsheets/http://www.library.hbs.edu/helpsheets/ Full list of all Baker Research Guides - http://www.library.hbs.edu/guideshttp://www.library.hbs.edu/guides

27. And don’t forget… Keep track of your sources in detail (name of the publication, publisher, author, date, page numbers). Follow the Citation Guide for HBS Students http://www.library.hbs.edu/guides/citationguide.pdf Our Copyright and Licensing policies are outlined at http://www.library.hbs.edu/copyright_restrictions.html Additional Information for MBAs on Using Baker http://www.library.hbs.edu/resources_mba.html

28. Questions?

29. Thank you! Ann Cullen acullen@hbs.edu This presentation will be posted to Baker Library website at: http://www.library.hbs.edu/services/workshops.html#slideshttp://www.library.hbs.edu/services/workshops.html#slides