Marketing and the Transformation of Small-Firm Practice

在过去的十年中，面向个人的法律的服务已经 转化. 有两个关键的事态发展导致了 转型--广告法律的服务和营销预付 布局 自从1977年最高法院开启了 探索新的途径获得法律的业务， 律师可以公布服务的价格， 发生了显著变化。 这些发展使 创业律师有机会讨论业务- 提供法律的服务。 今天 个人的法律的需要正通过各种新的 私人法律的服务形式，如法律的保险、商店- 前沿法律的诊所、大众市场法律的诊所和非- 利润服务。 这导致了重大变化， 个人客户律师的工作性质， 小型律师事务所。 这些小公司中有许多是 被各种各样的新机制所掩盖， 向个人提供法律的服务。 该项目旨在解决以下问题： 这些发展对专业人士的影响 法律的组织。 研究的目的是分析 广告、商业和其他管理技术的影响 对律师专业工作环境的影响。 两个广泛的问题 将指导研究：（1）什么是深度，范围， 这些新趋势在法律的 职业大？（2）这些问题的含义是什么？ 理解后期专业工作的发展 世纪？ 将采用多种方法， 一个项目，包括调查一个随机抽样的实践 律师，深入访谈和对选定地点的观察 在纽约都会区。 新出现的法律实践形式表明， 职业，如新的职业，从事 对不断变化的经济现实的矛盾反应。 在 为了保持对服务市场的控制，这些 职业可能会“重新专业化”的经济和政治 新的形式和新的设置，而在 与此同时，“非专业化”的员工的任务， 来维持这种权力和地位 在这个过程中， 协会的关系被改变，专业的召唤是 重建。 这个项目将填补经验碎片 在一个专业的竞技场中展示这个复杂的主题。 不仅会 该项目在我们研究中取得了重大的理论进展 法律的专业知识，但正在发生的变化 在市场结构、专业思想、内部 小企业的实践将有相当大的 组织理论和职业精神的重要性 将军

In the last decade legal services geared to individuals have been transformed. Two key developments have accounted for the transformation--advertising legal services and marketing prepaid plans. Ever since 1977 when the Supreme Court opened the way to explore new avenues for getting legal business by ruling that lawyers may advertise prices at which services are performed, notable changes have taken place. These developments have given entrepreneurial attorneys the opportunity to discuss a business- oriented approach to the delivery of legal services. Today, the legal needs of individuals are being met through a variety of new forms of private legal services such as legal insurance, store- front legal clinics, mass-market legal clinics, and non-for- profit services. This has resulted in major changes in the nature of work for the lawyer of individual clients in solo and small firm law practices. Many of these small firms have been eclipsed by a variety of these new mechanisms for delivering legal services to individuals. This project is designed to address the question of what the implications of these developments are for the professional organization of law. The purpose of the study is to analyze the impact of advertising, business, and other managerial techniques on the professional work setting of lawyers. Two broad questions will guide the study: (1) What is the depth, range, and penetration of these new trends in the context of the legal profession at-large? and (2) What are the implications of these developments for understanding professional work in the late twentieth century? Multiple methodologies will be used in the project including surveys of a random sample of practicing attorneys, in-depth interviews, and observation of selected sites in the New York metropolitan area. Emerging forms of law practice suggest that the older status professions, like newer occupational professions, are engaged in a paradoxical response to shifting economic realities. In the quest to maintain control over the market for service, these occupations may "re-professionalize" economic and political relations into new forms and into new settings, while, at the same time, "de-professionalizing" the tasks of employees in order to maintain that power and position. In the process, associational ties are transformed and a professional calling is re-constructed. This project will fill in the empirical pieces of this complex theme in one professional arena. Not only will the project make significant theoretical advances in our knowledge of legal professionalism but the changes taking place in the market structure, professional ideology, and internal organization of small-firm practice will have considerable importance to theories of organizations and professionalism in general.