Marketing and the Transformation of Small-Firm Practice

营销和小企业实践的转型

• 批准号: 8910544
• 负责人: Carroll Seron
• 金额: $ 15.63万
• 依托单位: CUNY Baruch College
• 依托单位国家: 美国
• 项目类别: Continuing Grant
• 财政年份: 1989
• 资助国家: 美国
• 起止时间: 1989-07-15 至 1991-12-31
• 项目状态: 已结题
• 来源: https://www.nsf.gov/awardsearch/showAward?AWD_ID=8910544&HistoricalAwards=false
• 关键词: Marketing; Transformation; Small; Firm; Practice

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.

在过去的十年中，适用于个人的法律服务已转变。 有两个关键的发展涉及转型 - 广告法律服务和营销预付费计划。 自1977年最高法院开辟了探索新途径以通过裁定律师可能会宣传提供服务的价格的新途径以来，发生了重大变化。 这些事态发展使企业家律师有机会讨论以业务为导向的法律服务的方法。 如今，通过各种新形式的私人法律服务，例如法律保险，商店法律诊所，大众市场法律诊所和非利润服务来满足个人的法律需求。 这导致了个人和小型公司法律实践中各个客户的律师的工作性质发生重大变化。 这些小公司中的许多公司都被各种这些新机制黯然失色，以向个人提供法律服务。 该项目旨在解决这些发展对专业法律组织的影响的问题。 该研究的目的是分析广告，业务和其他管理技术对律师专业工作环境的影响。 两个广泛的问题将指导这项研究：（1）这些新趋势的深度，范围和渗透在一般而言的背景下是什么？ （2）这些事态发展对了解20世纪后期的专业工作有什么意义？ 该项目将使用多种方法，包括对纽约大都市地区选定地点的执业律师，深入访谈的随机样本进行调查。 新兴的法律实践形式表明，较旧的地位职业，例如较新的职业职业，对改变经济现实的反应有矛盾的反应。 为了维持对市场的控制权，这些职业可能会“重新将”经济和政治关系“重新化”为新的形式，并将其转化为新的环境，同时，“将“员工的任务”降级化，以维持这种权力和地位。 在此过程中，关联关系进行了转换，并重新建立了专业呼叫。 该项目将在一个专业的竞技场中填补这个复杂主题的经验作品。 该项目不仅会在我们对法律专业知识的了解中取得重大的理论进步，而且在市场结构，专业意识形态和小型实践的内部组织中发生的变化将对组织和总体专业精神的理论非常重要。