The Importance of Protecting Trademarks For Small To Medium-sized Coffee Retailers in Dublin, Ireland

Abstract

This research investigates the current practices and challenges faced by small to medium-sized coffee retailers in Dublin in protecting their trademarks and examines the impact of trademark protection on their business performance. The study aims to explore the role of trademarks in safeguarding daily business operations, analyse the collaborative management of trademarks, and evaluate the impact of intellectual property (IP) strategic decision-making on competitive advantages through a survey conducted with key stakeholders. A positivism research philosophy was applied, supporting the collection and analysis of quantifiable data. A deductive approach was utilized, aligning with the quantitative research method, and a descriptive research design was chosen to focus on the importance of trademark protection for coffee retailers in Dublin. A total of 92 voluntary respondents participated in the survey, and the data were analysed using SPSS 25. The findings reveal that trademark rights are of significant concern for small and medium-sized coffee retailers in Dublin. While most retailers prioritize acquiring trademark rights in Ireland, a considerable portion also holds rights for the European Union, though few have pursued international trademark protection. The results indicate that 35.9% of respondents are uninterested in obtaining proper knowledge about trademark protection, while most participants express a desire to learn more about property rights. Additionally, the majority of respondents regularly seek legal advice, highlighting the importance of legal consultation in avoiding legal issues and gaining knowledge about property acts. This research underscores the crucial role of trademarks in the business strategy of Dublin's coffee retailers and the need for continued education and legal support in this area.