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Cross-border Integration in the Wake of a Merger

By Jeff Berardi and Debra Woodman

When law firms merge, marketing department members are often faced with an enormous task list for the months leading up to and beyond the combination. High expectations from incoming lawyers on the level and type of services that will be provided by the firm's marketing function can further compound demands placed upon legal marketers. If a brand is relatively unknown in the new market, for example, plans must be developed and implemented in order to ensure a clear brand-building strategy, and results are generally expected quickly.

Defining the Challenge

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