Page 93 - MASTER COPY LEADERS BOOK 9editedJKK (24)_Neat
P. 93
Leaders in Legal Business
Trade Publication Level 1 Level 2 Level 3 Level 4
Advertising No No Yes Yes
Business Magazine
Advertising No No No Yes
Television Advertising
Foundation No No No Yes
No No Some Yes
U.S. national networks also joined the revolution. The first was the American Law Firm Association, a
network that focused primarily on insurance litigation.27 The second was the State Capital Law Group, which
began as a national network of firms dedicated to government affairs.28 To qualify for membership, a former
governor needed to work at the firm. Both of these networks became international and changed their names to
ALFA and State Capital Global Legal Network, respectively.
The same national expansion occurred in other regions. For example, there are 80 European-centric
networks. Some cover most of Europe, while others focus on a specific region like the Nordic or the CIS. In
Canada, national firms have gradually opened offices in most provinces. However, there is a clear demarcation
between the two approaches. Canadian firms that did not agree with this strategy joined the better-known
networks.
Law firm networks are not all organized by law firms. Some, like the Dupont Legal Network for example,
have been organized by corporations.29 DuPont first established its network in 1992 to consolidate its outside
counsel then to generate internal efficiencies by creating a network to which all of the outside counsels were also
members.30 Additionally, networks organized by corporations can exist for other purposes such as offering pro
bono services. Thomson Reuters31 has organized such a foundation that selects law firms that add prestige to its
network for membership. It matches experienced firms to work together on projects. Participating firms find
unique and priceless motivation through the opportunity to establish new contacts, who will in turn become paying
clients, at no financial cost simply by working on pro bono cases.
With more than 170 already in existence, law firm networks are here to stay. However, networks in the
legal profession do not garner the same level of respect found in the field of accounting. One reason could be that
the networks were simply a reaction to the initial globalization of large New York and London firms. Additionally,
the large law firms have much larger marketing budgets than networks. Perhaps legal networks remain tarnished
because they originated as clubs or even franchises. However, in the light of day, it is now possible to argue that
many of the elite law firms are themselves no more than networks.
The world is coming full circle.32
27 Supra note 20.
28 STATE CAPITAL LAW REVIEW GROUP, www.statecapitallaw.org (last visited May 3, 2015).
29 DUPONT LEGAL MODEL, www.dupontlegalmodel.com (last visited May 3, 2015); see also Competitive Advantage through a Legal Network: An External
Lawyer Review One Year On, MANAGING PARTNER, 23 (May 13, 2011).
30 DUPONT LEGAL MODEL, BUILDING THE VIRTUAL LAW FIRM. http://www.dupontlegalmodel.com/building-the-virtual-law-firm-through-collaborative-
work-teams/ (last visited May 3, 2015) (“Why did DuPont Legal create a virtual law firm? What is the payoff? We believe that significant competitive
advantages flow to a company that can build a team consisting of inside counsel and members of outside law firms and various service providers, such as
accountants, jury consultants, and document management specialists, who have the skill sets required by a legal matter and who are capable of working
smoothly and effectively together. Such a team would be dedicated to the company’s interests and knowledgeable about the company’s business and case-
handling processes. Through shared technology, members of such a team could easily communicate.”)
31 TRUSTLAW, www.trustlaw.org (last visited May 3, 2015).
32 Chris Johnson, Vereins: The New Structure for Global Firms, AMERICAN LAWYER (March 7, 2013); see also Ed Shanahan, The Am Law 100: Grand
Illusion, THE AM LAW DAILY (May 2, 2011), available at http://amlawdaily.typepad.com/amlawdaily/2011/05/grandillusion.html.
86
Trade Publication Level 1 Level 2 Level 3 Level 4
Advertising No No Yes Yes
Business Magazine
Advertising No No No Yes
Television Advertising
Foundation No No No Yes
No No Some Yes
U.S. national networks also joined the revolution. The first was the American Law Firm Association, a
network that focused primarily on insurance litigation.27 The second was the State Capital Law Group, which
began as a national network of firms dedicated to government affairs.28 To qualify for membership, a former
governor needed to work at the firm. Both of these networks became international and changed their names to
ALFA and State Capital Global Legal Network, respectively.
The same national expansion occurred in other regions. For example, there are 80 European-centric
networks. Some cover most of Europe, while others focus on a specific region like the Nordic or the CIS. In
Canada, national firms have gradually opened offices in most provinces. However, there is a clear demarcation
between the two approaches. Canadian firms that did not agree with this strategy joined the better-known
networks.
Law firm networks are not all organized by law firms. Some, like the Dupont Legal Network for example,
have been organized by corporations.29 DuPont first established its network in 1992 to consolidate its outside
counsel then to generate internal efficiencies by creating a network to which all of the outside counsels were also
members.30 Additionally, networks organized by corporations can exist for other purposes such as offering pro
bono services. Thomson Reuters31 has organized such a foundation that selects law firms that add prestige to its
network for membership. It matches experienced firms to work together on projects. Participating firms find
unique and priceless motivation through the opportunity to establish new contacts, who will in turn become paying
clients, at no financial cost simply by working on pro bono cases.
With more than 170 already in existence, law firm networks are here to stay. However, networks in the
legal profession do not garner the same level of respect found in the field of accounting. One reason could be that
the networks were simply a reaction to the initial globalization of large New York and London firms. Additionally,
the large law firms have much larger marketing budgets than networks. Perhaps legal networks remain tarnished
because they originated as clubs or even franchises. However, in the light of day, it is now possible to argue that
many of the elite law firms are themselves no more than networks.
The world is coming full circle.32
27 Supra note 20.
28 STATE CAPITAL LAW REVIEW GROUP, www.statecapitallaw.org (last visited May 3, 2015).
29 DUPONT LEGAL MODEL, www.dupontlegalmodel.com (last visited May 3, 2015); see also Competitive Advantage through a Legal Network: An External
Lawyer Review One Year On, MANAGING PARTNER, 23 (May 13, 2011).
30 DUPONT LEGAL MODEL, BUILDING THE VIRTUAL LAW FIRM. http://www.dupontlegalmodel.com/building-the-virtual-law-firm-through-collaborative-
work-teams/ (last visited May 3, 2015) (“Why did DuPont Legal create a virtual law firm? What is the payoff? We believe that significant competitive
advantages flow to a company that can build a team consisting of inside counsel and members of outside law firms and various service providers, such as
accountants, jury consultants, and document management specialists, who have the skill sets required by a legal matter and who are capable of working
smoothly and effectively together. Such a team would be dedicated to the company’s interests and knowledgeable about the company’s business and case-
handling processes. Through shared technology, members of such a team could easily communicate.”)
31 TRUSTLAW, www.trustlaw.org (last visited May 3, 2015).
32 Chris Johnson, Vereins: The New Structure for Global Firms, AMERICAN LAWYER (March 7, 2013); see also Ed Shanahan, The Am Law 100: Grand
Illusion, THE AM LAW DAILY (May 2, 2011), available at http://amlawdaily.typepad.com/amlawdaily/2011/05/grandillusion.html.
86
