Ka-Neng Au Business Librarian au@rutgers.edu 8 May 2009

Learning Tools: Class Guides: Dana Class Guides:
Business Communication
(Professional Accounting)
Prof. Susan Mach

• Industry Analysis
• Company Research
• Foreign Investment

Industry Analysis

Questions to consider:
1. What are the most critical issues and emerging trends?
2. Who are the major players in this industry?
3. How have technology, globalization and competition affected this industry?

Resources:
• Refer to Standard & Poor's Industry Surveys (DANA Reference Desk) for industry overviews, major players, and basic statistics: production, shipment, sales, revenues.
• Search for your industry's profile on the MarketLine Business Information Centre.
• IBISWorld provides reports for all of the 723 industries in the United States as categorized by the North American Industry Classification System (NAICS).
• Use the Business Source Premier database to find articles on your industry from magazines and journals. Remember to select Advanced Search mode, and consider the following search terms: forecast, future, outlook, overview, trends.
• Refer to the Industry Research Guide for other print and online resources.

Company Research

Questions to consider:
1. How is it managing critical issues and trends?
2. Is the company's leadership strong and smart? Is its strategy sound?
3. How does the company communicate with stakeholders? (customers, investors, employees, the media)
4. How does its future look? Are you optimistic about its future? Why?

Resources:
• Consult the multi-volume International Directory of Company Histories (DANA REF HD 2721 .I58) for some historical background on your company. Each profile includes references to other sources of information. By special arrangement with the publisher, most of these essays are available online at Funding Universe's Company Histories.
• You may also want to see the entry for your company in Corporate Affiliations, a veritable "who owns whom" multi-volume directory. (DANA BUSINESS REF)
• Find your company's profile on the MarketLine Business Information Centre.
• Use Business Source Premier to find articles on your company from magazines and journals. Remember to select Advanced Search mode, and consider the following search terms and phrases: corporate governance, outlook, strategic, strategy, social responsibility, trends.
• For current news articles, search Factiva by company name or ticker symbol in the "Companies/Markets" section. There are also links to several years of corporate financials and historical stock prices.
• Mergent Online offers up to fifteen years of corporate financials for over 20,000 public companies from around the world. This database also provides access to more than ten years worth of EDGAR filings with the US Securities and Exchange Commission.
• Consult the Corporate Citizenship and Social Responsibility section of the Company Research Guide for other print and Web resources.

Foreign Investment

Questions to consider:
1. What are the country's size, location, population, capital, natural resources?
2. What about its political climate and regulatory environment: are they favorable toward business?
3. What about the country's major economic drivers?
4. What are the most important investment trends in the country?

Resources:
• Start with the Europa World Year Book (ALEXANDER, DANA REF JN 1 .E85) This two-volume work includes brief surveys of all countries of the world as well as international organizations. Economics, politics, transportation, and trade are covered with basic statistics.
• Locate the EIU.com Country Commerce report for your country. You will find information on rules of competition, licensing, taxation, labor, and foreign trade.
• Consult the Background Notes for your country from the U.S. State Department.
• Look for appropriate Market Research Reports and Country Commercial Guides prepared by U.S. Federal Government agencies. [Username: rul; Password: Business1]
• Many more resources may be found on the International Business Research Guide.