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Background, Strategy & Planning
Combine the directions below for searching for a specific company with copy-and-pasting the following search strategy to find articles that discuss a company's history and strategy:
"corporate profiles" OR "company profiles" OR "company histor*" OR "corporate histor*" OR "business planning" OR "corporate planning" OR strateg* OR organizational OR culture OR competition OR "competitive advantage"
When looking for information about realignments, look for terms like:
restructur* OR realign* OR reorg* (the asterisk is a truncation character which picks up variant word endings)
You can also look for subject terms like growth OR expansion.
If your firm(s) of interest were greatly influenced by founding or otherwise well-known executives (e.g. Jeff Bezos, Steve Jobs) you will also want to look for that person as a subject term to find profiles that will give you insight into the company culture and strategic vision.
Enter your company's name in the search box and choose Company/Org from the drop-down menu.
Business Source Complete
Enter your company's name in the search box and choose CO Company Entity from the drop-down menu.
Analyst reports, particularly initiating coverage reports, can be good sources for strategic positioning comparisons. Search for your company, then select Research-->Company Research to view reports and change criteria, such as adding "initiating coverage" as a parameter. Use the Screening & Analysis-->Research-->Research Search function to look more broadly for keywords or industries.
Books are often good sources for in-depth company history information. Use Franklin, the Penn Libraries Catalog, to search for books about a specific company. Use the Subject heading Browse option to enter a company name, then select a relevant subject from the list. For example, to browse for books about McDonald's:
Screen by location, company type, industry group and sales size.
S&P Capital IQ
Go to Screening-->Companies-->Industry Classification
to search by Global Industrial Classification Standard (GICS). Available in Lippincott Library - Wharton ID and password are required for access; full-time MBA Students may also access Capital IQ through the MBACM website