Research Guides: MGT 6361 Marketing Management Waymo: Industry Information

Industry Research Overview

TECHNOLOGY RESEARCH

Technology is constantly changing, developing, never staying the same. When you do research and read about an industry and the companies in that industry, you'll better understand the business environment in which your company operates.

For a large industry, like the automobiles, information is easy to find. For smaller industries, which may be fairly new or filled with "mom and pop" and private businesses, a different approach is needed. Examples of where industry information can be found include:

Analyst reports
Market research reports
News articles
Industry experts
Trade or professional association

Using these sources lets you see what information already exists. Understanding the opinions and ideas of experts will let you make your own assessment based on facts and analysis of the challenges and opportunities ahead. Below are links to resources on INDUSTRY REGULATION & STANDARDIZATION and NHTSA and SAE AUTONOMOUS VEHICLE LEVELS.

National Highway Traffic Safety Administration
This is a joint effort between the NHTSA and the Society of Automotive Engineers for Voluntary Safety Self-Assessment (VSSA) Disclosure. Being included on the list does not constitute Federal approval or endorsement.
AAA: Partially automated driving systems don’t always work
Detroit News story from August 6, 2020.
SAE International Standard for Self-Driving Vehicles
SAE International Releases Updated Visual Chart for Its “Levels of Driving Automation” Standard for Self-Driving Vehicles. There are gradations in the amount of autonomous features with 0 to 5 levels and 5 being the highest.

Industry Databases

Gartner This link opens in a new window
IT data and analysis: executive summaries, perspectives, research briefs, research notes, special reports on IT-related issues. Spotlights key technologies, products, trends, opportunities, vendors and products.
All current Vanderbilt University students, faculty, and staff have access, both on and off campus. Please note that we have a limited subscription with Gartner that does not provide access to all areas of this database, particularly some of the specialized industry research.
Forrester This link opens in a new window
Reports and analysis that focus on the business implications of technology change. Jupiter media research and analysis incorporated into Forrester. At the Forrester login screen, enter your Vanderbilt email address in the Business Email Address field without a password, then click the Log In button. You'll be prompted to enter your VU username and password. First time users will need to complete a brief registration form.
Access Note: License does not include direct access to Forrester analysts for research inquiries, please do not phone, write, or send e-mail inquiries. User Limit: 5.
IBISWorld This link opens in a new window
Large collection of industry reports; market size, competitors, drafting business plans, pitch books, benchmarking, forecasting, business valuations, litigation support, due diligence and more.
Business Source Complete This link opens in a new window
Covers most business areas: management, marketing, economics, finance, accounting, & international business. Includes company reports, SWOT analyses, working papers, country reports, industry reports, case studies, etc. View the search tips below to develop a strategy when searching in this database .
All current Vanderbilt University students, faculty, and staff have access, both on and off campus.

Business Source Complete Article Searching Tips

Notes on the Business Source Complete searches below:

The * means find all words that have the same root: self-driv* finds self-driver, self-driving, etc.
The OR in each line means that only one of the words MUST be present for a match in the results.
The right side choices of Subject, Abstract, Title require WHERE the keywords MUST appear. Try different combinations to shake out different results. The example below shows SU/AB/TI, try: TI/SU/AB, etc.

Search Example #1: shows how to find information about customers.

Search Example #2: shows how to find information about a specific company. Since this is a technology topic, which means it changes quickly, you don't need to read articles that are more than a year or two old.

Industry Thought Leaders

Industry Thought Leaders use the Internet to distribute their work for business development purposes. They'll cover current topics in a concise manner. Often these consulting firms understand the industry dynamics in unique ways. Try these searches specifically using the Google Advanced Search page.

Notes:

To filter BY DATE on the Search Results page: Tools>AnyTime>CustomDates>xxxx; I used 2018 in the first box and leave the second box blank.
Note that in the All These Words - I left the endings off some words. So self driv will match words such as self driving, self driver, etc. and automo finds automotive or automobile, etc.
The ANY of These Words means that just ONE of these words must be present for a match; for example: "E&Y" or typing "Boston Consulting Group" means these words ONLY If they appear exactly in this format next to each other.
You can cut and paste this ANY of These Words line = pwc pricewaterhouse ernst "e&y" deloitte kpmg bain mckinsey bcg "boston consulting group"

Sample Search #1:

Sample Search #2:

Recommended articles from key Industry Thought Leaders in this space are provided below.

Market Framework and Outlook for Automated Vehicle Systems
2018 report from Society of Actuaries

Digital Auto Report 2020
PwC report.
Drastic Changes to Commuting Habits Have Minimal Effect on Sentiment about Battery-Electric Vehicle and Self-Driving Technologies
J.D. Power 2020 Q3 Mobility Confidence Index Study