Use the tips under the Search Strategy tab to develop a list of keywords to search. Do not type in whole sentences.
If you are off campus, you will need to log-in using your MyWCC username and password.
Provides individual intelligence and market research reports comprised of detailed research on a specific business topic.
Tips to start your search:
From the DESKTOP/START PAGE select SEARCH & BUILD a LIST
From the DROP DOWN MENU select RESEARCH & REPORTS
From the REPORT TYPE MENU select FIRST RESEARCH REPORTS
Select an INDUSTRY You can (CHANGE) to NAICS or SIC codes here
Select an INDUSTRY Sections expand to sub-sectors
In D&B
Enter your company name in the search box at the top right. Be aware they may have several subsidiaries with similar names. Browse through the sections on the left under CORE, especially the Company History, SWOT, and News. Further down (under Industry) can have useful information about market share within the industry.
*D&B does not provide citation links. Use the APA website formula for pages you've cited. Include the company or industry page name and the subsection in the References Citation:
Creator. (Year, Month Day). Title of webpage in italics. Website name. URL
Dun & Bradstreet. (2025, June 20). SWOT Analysis. The Coca-Cola Company. D&B Hoovers. https://app.avention.com/company/39a4f25c-cccc-308b-a221-4c7f3c95db87#report/company_swot
In Business Source Complete:
Change the All Fields search to Company Entity - CO and enter your company name in the search box. You can also limit to the past 5 or 10 years for more recent results. Look at the most recent MarketLine Company Profile and SWOT analysis for your company and the MarketLine Industry Profiles for the relevant industries (e.g. Packaged Water, Carbonated Soft Drinks etc. for Coca-Cola).
Includes articles from Ad Age, AdWeek and Inc.
In Business Insights Essentials:
Search your company, product or industry. Use the filters on the results page to narrow by date or additional subject term (e.g ad campaign). Trade Journals may have most useful articles.
Includes articles from Marketing Week and Direct Marketing News (DM News).
in RAB Instant Backgrounds *Get the username/pwd from your librarian or Prof. Gilbart:
Search your company or product/industry (e.g. Coca-Cola or Carbonated Beverages). RAB Instant Backgrounds may be most useful for company info, or Rab.com Resources at top for industry information. Be sure to check the dates. Includes data from IBISworld and Statistica.
