One method used to analyse trends in the operating or industry environment is Michael Porter's Five Forces Industry Analysis, which examines the interaction of the following factors:
- The threat of new entrants
- The bargaining power of suppliers
- The bargaining power of buyers >
- The threat of substitute products or services
- The degree of rivalry among existing competitors
Bensoussan and Fleisher (2012) recommend the following process.
For help with NAICS, please see: http://researchguides.library.brocku.ca/company-industry/naics
You can identify for-profit and non-profit organizations using a variety of directories, Library databases, and web sites. You can often identify competitors within the same industry by searching by NAICS code or by keywords in the NAICS description. Read the descriptions under each resource to determine if it will work for your particular data gathering task, based on the purpose of the directory, the geographic scope, and the types and sizes of organizations covered within it.
The following examples illustrate the wide variety of directories in existence:
You can learn more about industries and the competitive landscape by consulting one or more of the following sources of industry profiles. Additional sources of Industry Profiles, including Ontario-specific profiles, may be found on the Companies and Industries Research Guide.
Trade journals (also known as trade magazines) are business-to-business (B2B) magazines which focus on specific industries, business types, or professions. They may be published by trade associations, professional organizations, or commercial publishers on a weekly or monthly basis. The content of a typcial trade journal includes industry news, product updates, industry forecasts, interviews with key companies and business leaders, and specialized directories.
You can identify relevant trade journals using the following websites:
Some trade journals may restrict access to their online content to subscribers. Most business researchers will rely on the access provided by Library databases. Examples of these are listed below:
The following sources focus on the Canadian non-profit and/or charitable sector and include sector profiles, statistical data, and specialized directories.