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MGT 6499: Innovation Realization: Company

Understanding a Company

To better understand a company, its performance in the market and the factors that affect it, you need to understand the whole picture of that universe.  This includes the following types of information:

Generally Library databases fall into specific categories of what type of information they contain.  Exceptions are Hoovers (formerly OneSource) and Business Insights: Essentials which both aggregate a wide range of information types from different sources. There is some content overlap and some unique content in these two databases. Both of these databases contain SWOT reports and more. Be aware that the company's website gives you its viewpoint and that SWOTs and analyst reports give you an external opinion about the company.

Additional SWOTs can be found as shown below. 

Business Source Complete: You can find historical SWOTs here which can help understand what issues have long standing.

NOTE: By using the company stock symbol, you'll ensure that you are comparing the same company, and not any subsidiaries.

Database: OneSource

Hoovers (formerly OneSource) Example of OneSource
Contains company profiles, analyst reports, SWOTs, and market research reports under the NAICS code link..

  • Search by Company Name
  • Once on the results page, click on the link for the PARENT company
  • Use the left hand menu to select specific pieces of information on that company.

Example of SWOT analysis from Avention:

Example of SWOT from OneSource


Database: MarketLine

MarketLine contains information from their analysts for companies (SWOT) and industries (Five Forces Analysis).

  • Do a simple search by company name to retrieve all types of resources available in the database or
  • Use the radio buttons under the drop down menu to select Companies

  • Once in the results list, use the right hand menu to narrow by geography.
  • Click on the name of the company, then on the link to Download Full Report to access information on:
    • Business Description
    • History
    • Key Employees and Biographies
    • Company View
    • Locations and Subsidiaries
    • SWOT Analysis
    • Revenue Analysis
    • Key Competitors
    • Major Products and Services
  • To find Industry reports (and Five Forces Analysis), enter either a major company name, product or service and then choose INDUSTRIES on the right side pull down


Company Financial Data

While many U.S. companies are privately held, financial data is often available for both public and private companies.  This can appear in annual reports and SEC (U.S. Securities and Exchange Commission) required financial filings for public companies. 

Additional Company Databases

ThomsonOne Tips

The database ThomsonOne can be challenging to use as some steps are not intuitive. Use the screenshots and steps below to assist you in retrieving information from ThomsonOne.

  1. ThomsonOne will only work with Internet Explorer.
  2. Once in the database, enter the company name or ticker symbol in the upper left search box to pull up the company overview and data.
  3. To access analyst reports (both on individual companies, or on industries) hover over the "screenings & analysis" tab, then scroll down to research, then click on research search. This will bring you to the Advanced Research search page.
  4. In all cases, adjust your dates to your desired timeframe (ThomsonOne defaults to last 90 days.)
  5. For analyst reports on a company, type in your company name or ticker in the top box; a list of options will appear below. Click on your desired company name to add it to your search.
  6. For analyst reports on an industry, scroll down to "more options" and enter your NAICS code in the box under Industry. As you start to type your code, a list of industries will appear below. Click on your desired industry to add it to your search.
  7. Consider limiting your search by geography or report type (i.e. company, industry, etc.)
  8. Once you have a list of search results, click on the box to the left of the report(s) you would like to access, then click the blue "view" button to the top of the column.
  9. A window will pop up with details of all the report pages. Click on the box next to "select all reports" at the top, then on the blue "view" button at the bottom.
  10. Another window will pop up containing the analyst report.