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.

在过去十年中，面向个人的法律服务已经发生了转变。 此次转型的两个关键进展是广告法律服务和营销预付费计划。 1977 年，最高法院裁定律师可以公布提供服务的价格，为探索获得合法业务的新途径开辟了道路，自此以来，发生了显着的变化。 这些发展使企业家律师有机会讨论以商业为导向的提供法律服务的方法。 如今，个人的法律需求通过各种新形式的私人法律服务得到满足，例如法律保险、店面法律诊所、大众市场法律诊所和非营利服务。 这导致个体客户律师在个体律师事务所和小型事务所律师事务所的工作性质发生重大变化。 这些向个人提供法律服务的各种新机制使许多小公司黯然失色。 该项目旨在解决这些发展对法律专业组织有何影响的问题。 本研究的目的是分析广告、商业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）这些新趋势在整个法律职业背景下的深度、范围和渗透力是什么？ (2) 这些发展对于理解二十世纪后期的专业工作有何影响？ 该项目将采用多种方法，包括对执业律师的随机抽样调查、深度访谈以及对纽约大都市区选定地点的观察。 新兴的法律实践形式表明，较旧的职业，就像新的职业一样，对不断变化的经济现实做出了矛盾的反应。 为了维持对服务市场的控制，这些职业可能会将经济和政治关系“重新专业化”成新的形式和新的环境，同时，将雇员的任务“去专业化”，以便以维持这种权力和地位。 在此过程中，社团关系发生了转变，职业使命也得到了重建。 该项目将在一个专业领域填补这一复杂主题的实证部分。 该项目不仅将在我们的法律专业精神知识方面取得重大理论进展，而且小公司实践的市场结构、专业意识形态和内部组织所发生的变化将对一般组织和专业精神理论具有相当大的重要性。