MGT 6499: Innovation Realization

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: Hoovers

HooversExample 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 Hoovers:

Example of SWOT from OneSource

 

Additional Company Databases