Sustainable Competitive Advantage in the Legal Industry: A Review of Business Strategies and Market Entry Approaches for Gowling WLG in Japan and Nigeria

Abstract

The modern business landscape has been notably disrupted by events like the COVID-19 pandemic, which reduced global trade by 13% to 23% in 2020, affecting the triple bottom line—profit, people, and planet—of the legal industry. This research develops a sustainable competitive advantage framework for Gowling WLG in emerging markets, focusing on Japan and Nigeria. The study compares Gowling WLG's business strategies and market entry approaches through a strategic management model and case study design, comparing the firm's operations in these diverse markets. Data was collected via document analysis, interviews, field observations, and megatrend articles to evaluate the competitive landscape. A context analysis of existing literature helped formulate relevant themes. Findings reveal the dynamic nature of the legal sector, influenced by political stability, economic conditions, technological advancements, and environmental concerns. Despite challenges like Brexit, global growth opportunities and threats coexist. Gowling's strengths include global recognition and advanced technology, but it also faces challenges in innovation and leadership. Opportunities lie in expanding the high-legal industry and offering sustainability-focused services, though cybersecurity risks and economic instability are significant threats. Strategic alliances with local firms for risk management and expertise are advised. Entering Japan requires thorough research, local collaboration, and cultural sensitivity. This research contributes to the empirical and theoretical literature, noting data reliability limitations, especially in Nigeria.