Russian Federation
The article presents the author's methodology for assessing external and internal factors of the marketing environment of the legal profession, which is aimed at developing practical tools for managing competitiveness and improving the quality of legal assistance. The methodology integrates quantitative and qualitative data sources and takes into account the specifics of legal regulation, the requirements of attorney-client confidentiality, and professional ethics. External factors are operationalized through the analysis of regulatory restrictions, macroeconomic and regional economic indicators, social attitudes, technological infrastructure, and reputational media signals. Internal factors are evaluated based on the organizational structure, human resources, marketing and communication practices, operational sustainability, and financial stability. The assessment process includes the formation of indicators, normalization, expert weighing, calculation of integral indices, SWOT synthesis, and prioritization of management measures, followed by piloting and regular monitoring. The methodology is adaptable to the regional specifics and scale of law firms, and it provides for the protection of personal data and the anonymization of internal information. The paper describes the procedures for data verification, quality control of assessments, and recommendations for implementing a roadmap of measures. The expected results include improved management of reputational risks, improved customer experience, and increased business sustainability of law firms in the medium term.
marketing environment, advocacy, evaluation methodology, reputation, digitalization, legal regulation, integral index, expert weighing, and data protection
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