What is Company Research?
Company research is research you conduct regarding a specific business to locate targeted information about a company. Company research can be conducted for many reasons, but some common ones include the following:
- You're trying to find information on a competitor.
- You're considering working there and want to determine if it would be a good fit.
- Your company is interested in acquiring a business and wants to know more about it.
Things to Consider When Researching a Company
- Public Companies sell shares of the company (stocks) to the general public and are required to submit financial information and annual reports to the U.S. Securities and Exchange Commission. Public companies are easier to research.
- Private Companies do not sell publicly traded stocks and are not required to release as much information to the government or the general public. They are more challenging to research. The private company information is limited but may include sales and employment estimates or reported data.
Information on a subsidiary or division is often wrapped up in its parent company. For example, Marvel Entertainment is a subsidiary of the Disney Company. Any financial information available would be found in the Disney Company's annual report.
Some databases use alternative spellings or abbreviations of a company name. For example, a search for "Hilton" will retrieve information on Hilton Hotels and Hilton Worldwide, its holding company. If your company has a special character in its name, search for it with quotation marks ("AT&T").
Some companies are multinational, but the location of their headquarters determines where they pay taxes and what laws and regulations govern them. A quick internet search with the company name and the word headquarters will give you the information if you are unsure (for example, Unilever headquarters).
Companies tend to be in the news if they are performing well, having problems, or when they are promoting themselves. Business, local, and trade publications are good places to gather information on private companies.
Where to Start Your Research
- Company's website
- Websites often include an "about us" section that sometimes details 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.
- Search for articles
- Newspapers, trade/magazines, and scholarly articles that mention or are about specific companies might provide some historical information.
- Use Library Databases
- Most databases that contain company profiles include a history, annual reports, SEC filings, financial information, and more.
Here is a list of suggested library databases to use for Company Research.
This content is adapted from the University Library, University of Phoenix "Get Started with Company Research".
