Robert Sawhney, Managing Director of Hong based SRC Associates Ltd, provides an introduction to the core issues.

Despite the influx of foreign firms into Asia, the strategy and marketing of law and accountancy firms in Asia remains fundamentally different, not only to the marketing of other products and services, but also to the marketing of professional service firms (PSF) in the West. The cultural differences both of the buyer and of the employee negate the brash marketing tactics often employed by Western firms.

If you are the leader of a PSF in Asia and are planning to embark on a strategy or marketing initiative you must bear these differences in mind. Do not accept the fallacy of the single objective (often financial) and recognize that marketing is a culture that when implemented well, will drive your firm onto better performance. If you can accept this, you are well on your way to the right mind set. If you can’t accept this, stick to what you are doing now and accept mediocrity at best.

Please click the 'Download Document' button to read Robert Sawhney's paper on law and accounting firm marketing in Asia. Alternatively, please contact Robert directly at bob@srchk.com

Article Date: 12th March 2010