Rob founded Cambridge Strategy Group in 2012. For nearly twenty years, his strategy advisory work has focused mostly on law firms ranging from the largest in the world, down to small and medium sized businesses. In recent years he has also advised accounting firms, other kinds of professional services firms and regulators (the latter on strategies for special economic zones.) Prior to that, he managed a consulting firm in South Africa which he founded and grew over the course of a decade into one of the preeminent businesses of its kind in the region, with a total headcount of nearly 70 people. In 2010-11, he was an in-house business strategist with Linklaters (in London.) Before joining Linklaters, Rob lived in and worked from The Bahamas for four years, mostly at that time with U.S. law firms.

Rob is immediate past co-chair of the International Bar Association (IBA)’s Law Firm Management Committee and he serves currently on the steering committee of the IBA’s Presidential Task Force on the Future of Legal Services. He is also a past chair of the American Bar Association’s International Law Practice Management Forum. He has co-authored five books on law firm strategy and management and is currently busy with a sixth, this time on blockchain and legal services. Besides his mainstream strategy and business consulting work, Rob’s practice increasingly involves advising firms on digital transformation of their business models and aligning with the emerging legal needs of clients who are themselves being disrupted as the ‘4th Industrial Revolution’ gathers momentum. He is a prolific writer and speaker on this topic.

As part of his own ‘pro bono’ work, Rob plays a leading role in an IBA initiative to enhance business management practices among law firms in sub-Saharan Africa. This has involved work so far in Ethiopia, Kenya, Nigeria, Rwanda, Tanzania and Zimbabwe.

Rob holds a Masters in Business Administration degree from Henley Management College in the United Kingdom. Rob is also a PhD candidate with the Adam Smith Business School at the University of Glasgow, using stakeholder theory to research client perceptions of value creation in transatlantic law firm mergers.

Robert Ashing


For the past two decades, Rob has been a strategy and business advisor to international and leading domestic law firms. Prior to joining Cambridge Strategy Group, he worked for some years alongside the late Alan Hodgart. Before that time, his experience includes senior in-house business management roles including with Clifford Chance (in London) and King & Wood Mallesons (in Asia) as well as extensive work as an external strategy consultant to a wide range of law firms in many parts of the world. Rob lived and worked in Asia Pacific, Africa and the United States for 12 years before returning to the UK in 2016.

Rob’s practice focuses on advising clients in their efforts to: define (or clarify) their strategy including market position, leadership and governance model; organise their business and operating models including remuneration; build delivery capability and scale whether through mergers, team acquisitions or work processes; and, manage performance, profitability and client relationships to maximise their operational effectiveness.

Rob’s pro bono interests include an 18-month sabbatical working in-country with refugees in South Sudan immediately following the end of the civil war in 2005, and as a former Board Member of the Justice Centre Hong Kong, a non-profit human rights organisation.

Rob has published articles on law firm management, strategy and performance. He holds a Masters in Business Administration degree from the Cranfield School of Management in the United Kingdom. His undergraduate degree was in economics and politics.

Alice Di Rosario


Alice joined Cambridge Strategy Group in 2018, from a global strategic communications agency based in London that is focused on helping clients solve complex international social challenges. She is responsible for research and analytical work in support of the firm’s client engagements. Alice holds a Master of Science degree (with Distinction) in International Business from Anglia Ruskin University in Cambridge. Her dissertation was titled: “The Impact of Enterprise Resource Planning Systems on the Business Performance.” Alice’s undergraduate degree was in Economics and Finance at Università di Bologna, in Italy. She is fluent in Italian, English and Spanish.