How to find Company information


Finding a company's corporate culture and mission statement

The beliefs that mold great organizations frequently grow out of the character, the experience, and the convictions of a single person. For example, at IBM, that person was Thomas Watson, Sr.

"The Watsons created a corporate culture that lasted. IBM, Big Blue, became the archetypal modern corporation and its managers the ultimate stereotype, with their regulation somber suits, white shirts, plain ties, zeal for selling, and company song."


There is a great deal of contradiction over the differences and similarities between vision and mission. In this checklist a corporate mission or vision is taken to mean a description of the road ahead. The mission statement:

  • describes the purpose of the organization
  • identifies how an organization defines success
  • outlines the strategy that will be followed to achieve success
  • incorporates the shared values and behavior that the organization expects from employees (2)

Gather information from:

gold triange Books
gold triange Interviews
gold triange External Opinions
gold triange Self Reporting



There are a number of books that have collected mission statements from hundreds of companies. Baker owns one title:

Mission statements : a guide to the corporate and nonprofit sectors 
Baker University Library; call# REF 338.7 G76M

To see a complete list of books on this topic, go to the Baker University catalog. In the search box, enter: su:mission statements.

WMS su

  Don't forget. If we don't own them, you'll have to request them on Interlibrary Loan, which you'll be able to do directly from the catalog site.

If you'd prefer to see the books at a library near your home, you can do the following:
1. Select the link,
Worldwide Libraries Own this Item

WMS worldwide libraries
2. Once the screen opens, enter you zip code to find a library near your home that owns the title.




Interviews of the CEO or senior management determine the philosophical parts of a person; what makes them tick and what determines the way they run the company. You will find out about their attitudes, opinions, and strategic thinking.

  1. Free web site provides company profiles prepared for job seekers and as such, attempts to encompass corporate culture as a way to help those seeking employment. They offer various guides for sale along with interviews of employees who work for individual companies, plus job seeker discussion lists. At one time, their profiles were free but they now provide some, but not all info for free, and charge a moderate fee for accessing additional information.
  2. Baker ID neededBusiness Insights Global

    Follow these steps to find an interview in this database:

      • In the main search screen, select: Advanced Search.

      • Type your search into the search boxes.
      • For example: Eisner and interview

      • From the Limit By column on the left, select the appropriate name you are searching.
  3. Baker ID neededBusiness Source Premier

    Follow these steps to find an interview in this database:
    • From the blue bar along the top, under More, select: Indexes
    • In the "Browse an Index" search box, select: People
    • In the "Browse for" search box, type a name. (last name first). For example, Gates, Bill
    • When the selection list appears, scroll down and select the name - interviews. For example, GATES, BILL, 1955 -- INTERVIEWS
  4. Baker ID needed Lexis/Nexis News Transcripts

    Follow these steps to find an interview in this database:
    • From the opening screen, slide down to: Search the News.
    • In the "Search for" box, enter your search terms:
      For example:
      Warren Buffet and interview
    • In the "By source type" box,  use the down arrow and highlight: Broadcast Transcripts
    • When the results appear, slide to the left navigation column. You can limit the transcripts from a particular radio or t.v. show
    • You can also limit to a particular name under the People label.

You can refine your results by:
  1. Using the truncation symbol, ! to accommodate all endings of a name.
    eg: Phil! will pull Phil OR Philip.
  2. Using the W/2 connector to eliminate stray names that might appear in a document. This will ensure that one name is "within two" words of the other.
    eg: Phil! w/2 Knight

External Opinions

You can find external opinions by consulting press articles from management and human resources contexts as well as analysts' reports. Use the acquired information to build a broad picture of the company.
  1. When looking for articles in any of the business databases, use the following subject terms:
    • case studies
    • corporate image
    • corporate culture
    • corporate identity

    You can find analysts reports in:
  2. Only for Baker students Business Insights Global
    Once you have located your parent company report, you will find Analyst Reports by selecting the Investment Report link. 

  3. Only for Baker students Lexis/Nexis Academic
    This is the section of Lexis/Nexis known as Company Dossier.
    Once you have searched and selected your parent company, look in the left navigation column.
    Under Financials, select Analyst Reports.

Self Reporting

More often than not, when public companies file their financial reports with the Securities and Exchange Commission, they will refer to their company's mission. You can locate a company's SEC filings through Lexis/Nexis.

Follow these steps to find an SEC filing in this database:

  • From the top of the screen, select: Search by Content Type
  • Under Companies, select SEC Filings
  • In the search box, type: your company - eg. Apple
  • At the top right of the page, in the "Search within results" box, type: mission
  • Click on: Search
  • At the top of the record, in the box labeled "Show", change the view to: Expanded List.(This will locate the word "mission" quickly within the document, along with 25 words on either side of the word.)


  • Company Home Page
    Most company home pages will feature a link to something called Investor Relations. Within this broad category, you will find links to the Annual Report, or even an area labeled FAQs. It's not uncommon to find a reference to the company's mission statement here.


1. "A business and its beliefs", Business the ultimate resource. Cambridge, MA Perseus Publishing 2002, p.896
2. "Producing a corporate mission", Business the ultimate resource. Cambridge, MA Perseus Publishing 2002, p.475