Artist or artisan? Towards a market-oriented culture of innovation: organisational culture, marketing and innovation in small English law firms.

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Swaine, P, 2021. Artist or artisan? Towards a market-oriented culture of innovation: organisational culture, marketing and innovation in small English law firms. DLegal, Nottingham Trent University.

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Abstract

The concepts of culture, marketing and the creation of a market-oriented firm and innovation are widely considered topics amongst academics and foremost in the strategies of commercial organisations. However, their consideration and application in small law firms has been largely ignored. In a competitive legal landscape, these concepts become more relevant. This study aimed to explore the lived experiences of lawyers and law firm management in small law firms and understand the underlying attitudes, values and beliefs towards these concepts. This qualitative research comprised of two projects and followed a phenomenological approach, adopting a Delphi method of interviewing in the second project to assist consensual agreement and triangulation of findings. The study was influenced by Schein’s work on the levels of cultural visibility. The findings identified three key core essences of lawyer attitudes and experiences which could be considered as cultural barriers to the successful implementation of innovation and marketing and the creation of a market-oriented law firm. They are an individualistic, person culture, a professional attitude which conflicts with commercialism and a resistance to change.

The results suggest that in order for small law firms to compete successfully in a changing environment, the adoption of commercial techniques at a strategic level and an externally focused orientation which embraces openness and transparency, good communication and collaboration would be beneficial.

The study combined the levels of cultural visibility and phenomenological enquiry and offers a model for phenomenological, cultural research. It provides a unique, in-depth insight into the experiences and deep-set attitudes of lawyers and law firm management, specifically within the context of small law firms

Item Type:	Thesis
Creators:	Swaine, P.
Date:	March 2021
Rights:	This work is the intellectual property of the author. You may copy up to 5% of this work for private study or personal, non-commercial research. Any re-use of the information contained within this document should be fully referenced, quoting the author, title, university, degree level and pagination. Queries or requests for any other use, or if a more substantial copy is required, should be directed to the owner of the intellectual property rights
Divisions:	Schools > Nottingham Law School
Record created by:	Jeremy Silvester
Date Added:	11 Aug 2021 10:34
Last Modified:	11 Aug 2021 10:34
URI:	https://irep.ntu.ac.uk/id/eprint/43904