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There is often a degree of unreality in a law firm’s approach to the commoditisation of legal services. The first approach is denial: ‘No, of course we do not do that sort of work, but firm X does.’ The second answer is: ‘Yes – but we do very little, although it is useful for training our junior lawyers or trainees.’ The third answer is: ‘We do not do much now but we anticipate more of our work becoming commoditised and do not know how to cope with it.’

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