Cross-selling to glory will only get the Big Four so far

This title is on the record as having doubts regarding the Big Four’s legal ambitions, at least judged against claims typically made by some outside observers. Readers will all know such assertions: that the group are more sophisticated, slicker and tech-savvy than law firms and set to disrupt law on a global scale.

But while the last 25 years has not yet seen them live up to such claims, the Big Four clearly have formidable assets, contacts and brands and have collectively stepped up their investment in the last three years.