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Management, Marketing, Business Administration & Logistics and Supply Chain Management Research Guide

Initial Questions for Company Research

Is the company public or private? 

You will find much more information about public companies because they are required to file financial and other disclosures with the U.S. Securities and Exchange Commission (SEC).  This same level of detail of information does not exist for private companies. Many resources will only include public companies.

Is the company domestic or foreign? 

Knowing whether or not the company is based in the U.S. or abroad will help you determine where to begin your research and what types of forms you might be able to find. 

Is it a parent or a subsidiary?

Think of the parent company as the umbrella. Subsidiaries fall under the umbrella. Very often you will find information about the subsidiary by researching the parent company.  In some cases, published information may be available only on the parent company.

What is the complete, official name of the company? 

Are there possible variations in the name? Do you have the correct spelling? Many companies are known by a popular name or a trade name which is different from their official name. Most resources will list companies only by their official name. Be aware of companies which are named after an individual. First names (e.g. Walt Disney Company) or initials may be part of the official name. Furthermore, a resource may either include or ignore first names and initials when entering and alphabetizing, and some resources are inconsistent. Also, initials can be alphabetized in different manners. Be prepared with spelling variations, even when you feel you are certain of the spelling.

Finding Articles about Your Company

Although it might take some digging and persistence, searching for articles that refer to your company can prove helpful. Try the below databases, along with Google and Google Scholar.

1. Type in your company in the first search box. You can chose to narrow the search further by changing the drop-down menu to list CO Company Entity.
2. Depending on the results, you may wish to filter by SourceType, an option on the left of the results list.

Company Profiles

There are many places you can find information about a company and its history. Try the following approaches:

  • Company's website
    • Websites often include an "about us" section that sometimes detail their history. Remember, the company will explain its history the way it wants to be seen.
  • Annual report
    • Public companies are required to file an annual report to the U.S. government, known as a 10-K. These reports will often include a section on the company's history. Again, remember this is a self-reported history.
  • Find books/ebooks that contain corporate histories
    • Books about a company often include historical background
  • Search for articles
    • Newspaper, trade/magazine, and scholarly articles that mention or are about specific companies might provide some historical information.

Mergent Market Atlas is made up of company profiles.

1. In the Company Search bar, type in your company. (Note: if it is a private company, select the D&B Private Company Database box above).
2. To find the company history, start in the Company Details tab, and select the History sub-tab.

Mergent Archives is best for historical information on companies.

1. To enter the database, click the Search Mergent Archives link on the right.
2. Use the tabs on the top right to search for the company either in the corporate manuals, annual reports, industry reports, equity reports, or ratios sections of the database, depending on what you are after.
Note: To find company histories, you'll likely want to focus on the corporate manuals or the annual reports.

Finding a SWOT Analysis

Use the information found in SWOT reports to search for additional articles that might go into more depth.

1. Search for your company.
2. In the results page, refine the search on the left. Under the Publication Type section, select SWOT Analysis.

Company Financials

Each company's profile will include financials. Start with the Company Financials tab.

Current and historical research collection of corporate and industry related documents, such as, annual and industry reports, industry ratios, equity reports, Bond Records, Commodity Yearbook, Moody's Corporate & Municipal Manuals, country reports. Coverage 1905-present.

Value Line is a complete, multidimensional investment management solution that enables both new and experienced investors to make timely, better-informed decisions. It provides a wealth of in-depth financial information, intelligently presented both in print and online, plus objective research, insightful commentary, proven price projections, and advanced analytical tools. 

Common SEC Forms

Researchers and investors can get a good picture of where a public company has been and where it is heading in filings available from the U.S. Securities and Exchange Commission (SEC).  These forms may be filed annually, quarterly, or periodically as required by the law.

Investopedia describes some of the most common forms:

Finding SEC Forms 

  1. In the Company Search box in the middle left of the page, search for the company.
  2. When in the company's profile, select the blue Filings tab for recent filings.

Beyond the Basics

For those who are looking for fuzzier or more nebulous, information like marketing, strategy, competitive perspective, R&D, intellectual property, etc., there are a few suggested sources of information though what is included can vary company to company. For example, those doing research on retail companies may be looking for company locations, number of stores, square feet managed, etc. while those doing research on pharmaceuticals may be interested in R&D/intellectual property figures. Some of this can be found in SEC filings through full-text databases can also be helpful. In SEC filings, this type of information can be found most often in different sections including:

  • Item 1, the Business Description
  • Item 7, Management Discussion & Analysis
  • Financial footnotes

Here are a few specific things and where they can be found in a 10K:

  • R&D: Information on Research & Development can be discussed in the Business description and in the Management Discussion & Analysis while financial information is usually found in the Income Statement.
  • SG&A: Sales/Selling, General, and Administration (sometimes seen as SGA, SAG or SGNA) expenses and are usually one or two lines in the Income Statement. How this is presented varies by company.
  • PP&E: Property, Plant, & Equipment and the number can be found in the Balance Sheet.
  • Marketing:This is something that may or may not be included but if it is, it can be found in Item 1, the Business Description and sometimes in the Balance Sheet.
  • Competition / Strategy: Like Marketing, this is something that may or may not be included and will be found in Item 1, the Business Description.
  • Intangibles / Intellectual Property: This is something that will vary depending on company, but patents and trademarks do have a monetary value and can be included as an asset. However, how they are represented in a filing will vary and may not be explicit. Financially it will be found in the Balance sheet, though it may be discussed in Item 1 or the Management Discussion & Analysis, and possibly the Financial Footnotes.
  • Inventories: Information on Inventories can be found in the same places as business lines and in the Balance Sheet.
  • Goodwill: This is an intangible asset, that may or may not be included but is associated with the purchase of one company by another. If it is included the financial information will be in the Balance Sheet.

Annual Reports

All public companies are required to produce an annual report (10-K), among other reports, for the Securities & Exchange Commission (SEC). The reports are made public to help current and potential investors better understand a company's financial health. Private companies usually do not produce annual reports for the public.  

On Corporate sites - Look for the "Investor Relations" or "About Us" link on a company's web site. 

NOTE: Beware many companies also use the annual reports as a marketing tool.  The narrative can be more public relations than analysis.

  1. Type the company or ticker symbol in the Company Search box.
  2. When in the company profile, select the Reports tab. Annual Reports, if available, should be the first sub-tab.

Company News

Newspaper articles can be a good source of up-to-date or historical information on virtually any topic. They are also considered to be primary sources since they are often the first published account of an event.

1. In the first search bar, type in the company's name. (For a more specific search, change the drop-down menu to show CO Company Entity)
2. On the left of the results list, select Newspapers under the Source Types section

If you are looking for smaller companies, try the Regional Business News database or check local newspapers.

Free websites

Private Companies

There are many difficulties in researching private companies, defined here as companies that do not trade on stock exchanges since private companies do not need to provide financial data or an annual report to the public. Consequently, researching private companies often requires considerable creativity and patience.

Unlike public companies, private companies are not required to file with the Securities and Exchange Commission (SEC), so the type of information and the depth of information that can be found in those documents is not necessarily going to be available for private companies. There are, however, two exceptions that can be used in limited cases. First, if the company you are researching merged with or was acquired by, a public company it is possible that the public company may provide investors information about the deal via SEC filings. Second, if the company was once public but goes private, previous SEC filings will still be available and may can be helpful for a limited time.

1. In the first search bar, type in the company's name.
2. To do an even more specific search, change the drop-down menu to show CO Company Entity

Their Website

Comb the company website for information. Here are some tips:

  • Some websites have an About Us or Investor Relations tab where you might find some useful details about their financials or operations.
  • Check for press releases or a news section for information about company financials and activities.
  • Look for Annual Reports on the company website or contact the company to see if one is available.

Here are some other information sources for private companies. 

Corporate Responsibility

Corporate social responsibility "has been defined by the World Business Council as ‘the continuing commitment by business to behave ethically and to contribute to economic development while improving the quality of life of the workforce and their families, as well as of the local community and society at large’. The intention of companies adopting a socially responsible corporate attitude is to ensure a positive social, environmental, and economic impact on the communities within which they operate and on all other stakeholders."

Typically corporate social responsibility focuses on improving the environmental and social impact an organization has within its community and the world.

  • Corporate Knights

    An annual index of the Global 100 most sustainable corporations in the world

  • CorporateRegister.com

    Search this global directory of CSR reports on sustainability and the environment, covering thousands of companies.