Corporation Dogeared

Junior (College 3rd year) ・Management ・APA ・2 Sources

Dogeared: A B-Corporation with a Unique Approach to Jewelry Production

Dogeared is a b-corporation with its headquarters in South California that began conducting business in 1991. (B Corp. Community, 2015). Marcia Maizel-Clarke, the company's founder, thinks that making items that consumers find appealing plays a significant part in enhancing their welfare. Dogeared Corporation mostly produces watches and jewelry and belongs to the discretionary retail sector. Bracelets, earrings, and necklaces are just a few of the well-known jewelry items that the aforementioned B-Corporation manufactures. Each piece is expertly crafted to appeal to customers and effectively meet their aesthetic needs. An examination of the operations of Dogeared indicates that the management team mainly focuses on the improvement of the production methods to help create unique jewels that can effectively compete with the products from the business rivals.

The Competition and Challenges Faced by Dogeared

An examination of the industry in which Dogeared operates indicates that there is a high level of competition for the control of the market and resources such as skilled workforce. Consequently, it is prudent that the executive team initiates effective ways of curbing the adverse impacts of competition so as to achieve the aims of the company they manage. One of the major competitors to Dogeared is Amazons, which is a large electronic commerce and cloud computing company thus posing many challenges to the sales volumes of Dogeared Corporation. For instance, Amazon has efficient strategies that enable it to market its products to customers in various parts of the world. The second competitor to Dogeared is Target Corporation, a large discount retailer in the USA. The unique sales strategies that Target Corporation uses significantly enhance its efficiency and sales volume. Apart from Amazon and Target, J. C. Penney Incorporation is another firm that offers high levels of competition to Dogeared Company.

Distinguishing Factors and Strategies for Dogeared

The presence of large competitors such as Amazon, J. C. Penney and Target Corporation among others has prompted the management team of Dogeared to initiate different strategies to ensure that the firm operates efficiently and survive the heightened levels of competition. One of the things that significantly distinguish Dogeared from the business rivals mentioned above is the partnership with other firms to aid in the improvement of the enterprise's production levels (Philipkoski, 2016). Furthermore, the company noted above engages in philanthropic activities by partnering with organizations such as Hope for Justice, a Cambodia-based firm that provides aid to the public. Also, one can differentiate Dogeared from other companies by the uniqueness of the pieces of jewelry that the business produces. In particular, the company provides simple jewels thus impressing the clients who prefer being simple (B Corp. Community, 2015). Apart from the simplicity of the products, the public can distinguish Dogeared from the other firms in the jewelry sub-industry through the packaging that the company uses while delivering their products to the clients (Philipkoski, 2016).

Certification Scores and Performance of Dogeared

Certification scores are the rating that the B-corporation firms receive concerning the manner in which they conduct their activities and the development of the score results from the analysis of the internal and external aspects of the organization. According to B Corp. Community (2015), Dogeared certification score was 133 for the year 2015. In particular, the firm above had a score of 28 in the management of the environment and utilization of the resources such as land. Also, Dogeared scored 24 in the employee sector, which involves the examination of the relationship between an employer and the workers. Dogeared Company had an impressive score of 68 in the community section. The community section of the certification score focuses on the benefits that a B-corporation provides to the society. Finally, Dogeared scored 15 in the governance section, which involves the analysis of the transparency and accountability of a given firm while executing its duties (B Corp. Community, 2015).

The Advantageous Position and Potential for Development of Dogeared

An examination of the operations of Dogeared Corporation indicates that the company has the opportunities to operate more efficiently compared to its competitors. One of the factors that significantly improve the ability of the firm to prosper is its ability to partner with other businesses in the industry. In essence, the partnerships that Dogeared B-corporation forms with other business enhance its market base thus increasing its capacity survive the high levels of competition. Furthermore, partnering with the charity organizations such the Cambodian-based firm, Hope for Justice, is a publicity strategy that will help Dogeared to attract more clients. Dogeared is also better positioned to operate in the jewelry market because it incurs little costs in the course of its production thus increasing the revenues that it generates. For instance, the firm above has an estimate of 110 employees (Philipkoski, 2016), which is significantly less compared to the competitors' workforce thereby minimizing the production expenses.


In sum, an analysis of Dogeared Corporation indicates that the firm operates efficiently and can expand its production programs. However, the firm above faces high levels of competition from the enterprises such as Amazon, Target Corporation and J. C. Penney. As discussed in the essay, the generous nature of Dogeared is one of the primary factors that will help it to manage the competition challenges in the industry within it operates.


B Corp. Community. (2015). “Dogeared.” Retrieved from

Philipkoski, K. (2016, Sept 30). Dogeared Jewelry's Founder Talks 25 Successful Years and a New Maya Angelou Collection. Forbes. Retrieved from

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