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CMGT 556: Global Marketing Communication

Global Marketing Communication

Information about Public Companies

The following USC databases can be used to find a company's financial information, such as balance sheets, cash flow statements, and financial ratios.  For more, explore the Finance & Investment Research guide.

Note that a company's website and their annual report (10K) should be your first stop for company information. Company websites often provide important company news, investor information (Search company website for "Investor Relations"), and even industry reports. Particularly important for company research is identifying the company's brands and subsidiaries.

To understand a company and its competition, you need to understand the industry of which it is a part, even if you are looking for information about a niche industry.

Finding information about an industry includes the following steps:

  • Get an overview of the industry
  • Look for articles on trends and see if you can find forecasts
  • Find financial norms and estimates if you need them
  • Gather statistics from government agencies and trade associations
  • Contact trade associations for additional information about the industry

Problems

Small industries are often reported as part of larger industries in government data and other information sourcesQuality, availability and cost of association information varies widely. Some of it is only available to members or for a fee

       

Information about Private Companies

When looking for information about a company, consider both information from the company itself (Annual Report) as well as information about the company written by others (Explore the Articles and News tab). For private companies, literature searches, company blogs, and interviews may be some of the best and only resources for locating information.

Information on private companies can be sparse. Private companies are not required to file any financial data in the U.S., with the exception of registration data filed with the Secretary of State, in the state where they are registered. Databases like Mergent Intellect, Data Axle, Orbis and PrivCo have some basic data on U.S. private companies. Often 'local press' have more stories on locally based companies than national newspapers.