The current urge to merge for many law firms, both large and small, is having a tremendous impact on how firms use Web technology. And even though the Internet is not uppermost in the minds of firm managers as they rush to complete their consolidations, they are quickly learning that Web issues are not something they can ignore.
Why? Because the Web is now the crucible in which all aspects of the new firm will be on display. The Internet is the primary medium that will communicate the vision, direction, human inventory, and breadth of the newly merged firm. Merging firms must realize that the Web will be the primary source of information for nearly all audiences interested in the merger. How the merged firms agree to communicate through this vehicle to their many audiences can set the tone for their initial post-merger positioning and branding campaign.
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