MARKETS FOR LEGAL SERVICES AND THE RISE OF FRANCHISE LAW FIRMS

• Pages: 91-105
• Date: 20 December 2000
• Published date: 20 December 2000
• DOI: https://doi.org/10.1108/S1521-6136(2000)0000002008
• Author: Jerry Van Hoy

MARKETS FOR LEGAL SERVICES AND

THE RISE OF FRANCHISE LAW FIRMS1

Jerry Van Hoy

ABSTRACT

In recent years the literature on the legal profession has debated the

consequences of a number of changes in the environment in which lawyers

work. In this article I examine how franchise law firms innovated to take

advantage of the glut of lawyers and U.S. Supreme Court rulings

eliminating restrictions on advertising and eliminating bar association

minimum fee schedules. My analysis supports the argument that legal

work may be deskilled. However, I argue that specific conditions must exist

for deskilling of the type found at franchise law firms to develop. These

conditions include strong competition for clients, competition that is

limited to the cost of services rather than the quality of services and the

existence of a large potential market for services that may be easily mass

produced.

INTRODUCTION

In recent years the literature on the legal profession has debated the causes and

consequences of a number of changes that have transformed the environment

in which lawyers work. These changes include the rapid growth of new lawyers

since the 1970s, the reinstatement of advertising, and the elimination of bar

association minimum fee schedules. Some view these changes as a sign that

professional controls over the market for legal services are eroding and predict

Sociology of Crime, Law and Deviance, Volume 2, pages 91–105.

Copyright © 2000 by Elsevier Science Inc.

All rights of reproduction in any form reserved.

ISBN: 0-7623-0680-7

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