MKTG 513: Pioneering Innovation: Company

Places to Start Research

  1. Company website: company history, mission/vision statement (as available), 10-K/Annual Report (for public companies), media/news/press releases.
    • Not all companies have a "mission/vision statement", but you can get a general idea about what they do and want to be from their website and/or annual report/10-K.
  2. Company Profiles in library databases
    • The following databases may have a readily available SWOT analysis on select companiesBusiness Insight, Business Source Premier, Investext.
  3. ​Information on public companies is much more readily available than info on private companies or subsidiaries. Tips on researching private companies

Finding 10-Ks and 20-Fs

Different ways to search for company filings

  • Company's website (usually under Investors or Investor Relations); or google [company name] 10k
  • EDGAR search options: Filings search tool of the SEC. 

** 20-F: annual SEC filings by foreign corporations traded on US exchanges.

Corporate Family Tree



Channel Strategy

Companies are not required to disclose their supply chain information, although some choose to do so. You will have to synthesize information from multiple sources and draw your own conclusion. Possible sources include:

  • Company website: annual report or 10-K (do a keyword search with "supply chain", "supplier", "sourcing", "logistics", "channel", or "distribut"; sustainability (corporate responsibility) report; press releases.
  • Google for possible articles.
  • Databases listed below:

Company Profiles



Company Rankings



Supply Chain

Companies are not required to disclose their suppliers or supply chain practices. Here are some possible sources to check:

  • Company website:
    • There may be a specific section dedicated to information related to suppliers. If available, a sustainability or social responsibility report might shed some light too.
    • 10-K or other public filings: do a keyword search using "supply chain", "supplier", "sourcing", "purchasing", "logistics", "channel", "procurement",  or "distribut" to find the relevant sections, if available.
    • Press releases (sometimes called News, or Media)
    • Conference calls transcripts.
  • Articles: esp. those from trade publications and business newspapers/magazines. Google or use library article databases such as Business Source Premier and Nexis Uni. 
  • IBISWorld (library database): find report on the industry your company operates in. The first tab "About this Industry" shows the supply chain ecosystem surrounding your industry. 
  • Investext (library database): do a keyword + company name search for analyst reports. 

If possible, conduct primary research such as visiting the company/store and interviewing company management/employee. 

Free Websites for Company Profiles

The following sites are mostly free, but some content might require a fee from individual users:

Historical Company Profiles

Most company profiles have a "history" section. You can also check out databases featuring historical annual reports.



Executive Compensation

For public company executive compensation:

  • Look up "proxy statement" on the company website (often listed under "Investor Relations").
  • Look up form DEF 14A on the SEC site.
  • WRDS includes the Execucomp database (under the Compustat module).

Organizational Charts

Companies (even public ones) are not required to disclose their organizational charts. Top-level executive names may be available on company websites and in their proxy statements (for public companies), and company profile databases (e.g., LexisNexis). 

The following sources may provide specific charts for select companies:

Others Suggestions:

  • Search article databases or google [company name] and "organization chart" (or "organizational chart", or "organizational structure")
  • Request it from the company; explain why you need the information and how you'd use it (e.g., educational purposes, term paper, etc.).