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Human Resource Management

Company Research

Company research helps you better understand a company's financials, product lines, and business strategy. The Library subscribes to several tools which publish company reports:

How to Use a Company Report in Hoover's

1. Search for the company using the search box at the top of the page

  • You may see several different options appear when you search for the company's name
  • Check the headquarters, revenue, and total employees to ensure you're heading to the correct company report

Screenshot of a search in the Hoover's database

 

2. Note whether the company is public or private

  • Finding information on public companies is easier than for privately-held companies
    • Public companies must disclose financial information to the U.S. Securities and Exchange Commission (SEC) which then becomes publicly available information
    • As a result, you will find far more information when researching a company that is publicly traded 
  • Private companies don't need to report the same information to the SEC, so their financial information may be confidential, especially in competitive industries
    • You may find some useful information searching elsewhere online, but it's generally more difficult researching private companies

Screenshot of the Target company report in the Hoover's database, showing that the company is public

 

3. Use the tabs on the left side to find a SWOT analysis

  • Information on public companies is more accessible, so you can often find SWOT analyses within company reports
  • SWOTs are great for identifying a company's areas of strength and development, opportunities for growth, and threats from competition
  • Scroll down from the initial chart to see additional analysis for each entry

Screenshot of the Target company report in the Hoover's database, showing a SWOT analysis for the company

 

4. Find a company's top competitors

  • An important part of company research is identifying and analyzing the competition
  • Hoover's identifies a company's top competitors with a ribbon icon, and you can link directly to each company's report to learn more about its financials and strategy

Screenshot of the Target company report in the Hoover's database, showing a list of the company's competitors

 

5. Find financial data (revenue, balance sheets, and ratios)

  • Hoover's company reports include significant financial information based on the latest disclosures and reports
  • This includes key indicators like revenue, operating income, and total assets; financial ratios; income statements; and balance sheets

Screenshot of the Target company report in the Hoover's database, showing the company's financial data