CRITICAL ANALYSIS: Business Law and Ethics Trademark Infringement an immediate media and public backlash,54 Advanced Sports International (ASI), the owner of the Roubaix trademark, ad- vised Richter that he could continue using the name under a license from ASI,55 Dan Richter is a Canadian veteran of the Afghanistan war who operates a boutique bicycle shop, Cafe Roubaix Bicycle Studio, in Cochrane, Alberta, where he produces custom-made wheels and sells bicycles. In 2013, he received a cease and desist letter from one of the biggest bicycle manufacturers in the industry, Specialized Bicycle Components (Specialized) threatening a lawsuit by Specialized and claiming that use of the "Roubaix" name infringed Specialized's trademark for a product line of bicycles. Roubaix is a city in France associated with the world- famous Paris-Roubaix bicycle race. Richter could not afford the legal fees to fight the potential lawsuit, and the Calgary Herald picked up the story Following Critical Analysis Questions

1. Does every case of trademark infringement warrant legal action? Why or why not?

2. What legal and ethical obligations should trademark owners consider before asserting trademark rights?

3. What could Richter have done to avoid being in breach of a trademark before naming his business?