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ERIC Number: EJ981432
Record Type: Journal
Publication Date: 2012
Pages: 31
Abstractor: ERIC
ISSN: ISSN-0896-5811
Case Study of a Coffee War: Using the "Starbucks v. Charbucks" Dispute to Teach Trademark Dilution, Business Ethics, and the Strategic Value of Legal Acumen
Melvin, Sean P.
Journal of Legal Studies Education, v29 n1 p27-57 Win-Spr 2012
A Harvard Business School-style teaching case can be a powerful pedagogical tool to teach law and ethics to business students because instructors can combine a traditional business case study with Socratic-style dialogue and legal analysis from a managerial perspective. This teaching note includes suggestions for several methods of using the case, all with the objective of engaging students while recognizing classroom realities. The Charbucks case is an ideal context for college-aged students because they are typically interested in both the subject matter and the parties in the dispute. It is a classic David versus Goliath pitting of famous multinational company Starbucks against a family-owned, Main Street small business over a coffee trademark. With the increased popularity of coffee among college-aged students, the Starbucks trademark is a familiar sight on or near many college campuses. Part A of this teaching note sets out learning objectives. Part B suggests alternative formats for using the case in various classroom situations (including assignments sheets and rubrics in the appendix). Part C provides a synopsis of case facts. Part D is a primer on trademark law, ethical decision making, and strategic use of legal acumen. Part E provides instructors with guidance and sample answers to the case discussion questions. Part F is a list of recommended Web sites. (Contains 103 footnotes.)
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A