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Baker & McKenzie remains leading law firm brand among in-housers

One cannot possibly relate this research methodology to revenues or event prestige as prestige is a functional parameter of reputation and not brand (look it up for the uninitiated). They have taken the magic number oprinciple favoured by senior execs because it makes life easy. No doubt there is some sort of association but not a correlation. There is an over-reliance on an NPS type analysis, to make it meaningful research, one shoudl look at overlaying revenue fiogures to calculate share of wallet and life time value. That will give a true reflection of research to commercials

6-Dec-2012

4:35 pm