Commodifying the Law: Marketing Corporate Legal Services

11th Dec 2000
This paper considers the customers view of relationships in a market which has recently undergone a radical cultural change. Corporate legal services have been subject to a "commodification" process where the traditional view of the law as above the commercial melee of trade has been replaced with a more competitive, market orientated profession. This research addresses the customers perceptions of the market, their decision criteria and the important factors in their relationship with legal providers. The results conclude that clients still have a very limited view of the market and are concerned with the substance of the legal outcome rather than the trappings of the relationship.

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