Rass Corporation v. The Travelers Companies, Inc. ( 2016 )


Menu:
  • NOTICE: All slip opinions and orders are subject to formal
    revision and are superseded by the advance sheets and bound
    volumes of the Official Reports. If you find a typographical
    error or other formal error, please notify the Reporter of
    Decisions, Supreme Judicial Court, John Adams Courthouse, 1
    Pemberton Square, Suite 2500, Boston, MA, 02108-1750; (617) 557-
    1030; SJCReporter@sjc.state.ma.us
    15-P-358                                              Appeals Court
    RASS CORPORATION    vs.    THE TRAVELERS COMPANIES, INC., & another.1
    No. 15-P-358.
    Suffolk.       February 24, 2016. - November 10, 2016.
    Present:    Katzmann, Maldonado, & Blake, JJ.2
    Insurance, Coverage, Insurer's obligation to defend, Notice,
    Settlement of claim, Unfair act or practice. Notice,
    Insurance claim. Commercial Disparagement. Trade Secret.
    Libel and Slander. Consumer Protection Act, Insurance,
    Unfair act or practice, Offer of settlement, Damages,
    Attorney's fees. Damages, Libel, Wrongful use of trade
    secret, Consumer protection case, Attorney's fees.
    Civil action commenced in the Superior Court Department on
    June 7, 2010.
    Motions for summary judgment were heard by Janet L.
    Sanders, J., and the case was heard by her.
    Anil Madan for the plaintiff.
    Michael F. Aylward for the defendants.
    1
    Travelers Property Casualty Company of America.
    2
    Justice Katzmann participated in the deliberation on this
    case prior to his resignation.
    2
    BLAKE, J.   At issue in the present case is whether the
    defendant insurance companies, The Travelers Companies, Inc.,
    and Travelers Property Casualty Company of America (collectively
    Travelers), breached their duties to defend, indemnify, and
    settle in good faith, as to their insured, the plaintiff, Rass
    Corporation (Rass).   The underlying action, arising out of
    Rass's decision to cut the underlying plaintiff out of its food
    marketing and distribution business, alleged that Rass's
    principal had committed trade libel, defamation, and
    misappropriation of trade secrets.   After a three-month delay in
    notice, Travelers agreed to defend the case from that point
    forward under a reservation of rights that disclaimed coverage
    of the trade secrets claim, and subject to Traveler's limit on
    defense counsel's hourly rate.   Rass ultimately settled the case
    on its own, refusing the insurer's offer to contribute a nominal
    amount conditioned on a waiver of Rass's right to seek
    indemnification.   Thereafter, Rass commenced the present action
    against Travelers, seeking indemnity for the settlement and the
    reasonable attorney's fees left unpaid by Travelers, and
    alleging violations of G. L. c. 93A.
    Following a bench trial in the Superior Court, the judge
    allocated $140,000 of the settlement to Travelers for
    indemnification of the covered claims and found that Travelers
    owed an additional $25,000 in reasonable attorney's fees.     The
    3
    judge also found that Travelers had committed violations of
    G. L. c. 93A based on its commission of unfair claim settlement
    practices.   In a summary judgment ruling issued prior to trial,
    the judge rejected Rass's claim for attorney's fees incurred
    prior to its notice of the underlying claim to Travelers.
    Before us now on the parties' cross-appeals are challenges to
    the judge's summary judgment ruling, the rulings as to coverage
    of the underlying claims, the judge's allocation of the
    settlement, and the finding of a c. 93A violation, along with
    the judge's related findings as to damages and attorney's fees.
    We affirm.
    Background.    "We recite the essential facts found by the
    judge, which we accept 'unless they are clearly erroneous,'
    . . . and which the parties do not challenge, supplemented by
    other undisputed information from the record."   Boyle v. Zurich
    Am. Ins. Co., 
    472 Mass. 649
    , 651 (2015) (Boyle), quoting Weiler
    v. PortfolioScope, Inc., 
    469 Mass. 75
    , 81 (2014).
    1.   The underlying lawsuit.   Ranbir "Paul" Jaggi has been
    engaged for several years in the sale of food products through
    various corporate entities.   In the early 1990s, Jaggi met Neera
    Tulshian, who is a food chemist based in New Jersey, through his
    contact with Nugen, a New Jersey food manufacturing plant.
    Tulshian, while she was at Nugen, and then through her own
    company, IAM International, Inc. (IAM), worked with Jaggi to
    4
    convert Jaggi's Indian sauce recipes into a "shelf stable"
    product capable of being sold in jars at grocery stores without
    refrigeration.   Over several years, the two had an arrangement
    whereby IAM would manufacture shelf-stable simmer sauces, and
    then deliver the product for distribution by Jaggi, through one
    of his own entities or a corporate parent.      In 2004, Jaggi
    formed Rass, which is based in Sudbury.     Between January of
    2004, and January of 2008, Rass purchased $5,445,968.26 worth of
    simmer sauces from IAM, which it then sold to the Trader Joe's
    grocery store chain.     Tulshian's personal tax returns indicate
    that her annual income during that period was about $400,000.
    In 2007, Tulshian learned that Jaggi, with his brother-in-
    law, was in the process of setting up his own bottling line that
    could make the sauces.     Knowing that his actions would cut
    Tulshian out of the business, Jaggi offered Tulshian a stake in
    the new plant.   When that offer failed, Jaggi offered her
    $100,000.   She again refused.    Anticipating a problem with his
    Trader Joe's account, on November 8, 2007, Jaggi wrote an
    electronic mail message (e-mail) to Cara Yokomizo, a buyer at
    Trader Joe's.    It states, in relevant part:
    "[T]here is an outside chance that the person who is
    handling this co-packing arrangement for us -- Ms.
    Neera Tulshian -- may approach you directly for making
    these sauces. Not only will that be unethical but
    illegal as well as these are our recipes created by us
    for Trader Joe's based on our frozen entrée sauces. I
    5
    do not foresee that happening but I wanted to give you
    a heads up to avoid any confusion."
    As anticipated, Tulshian contacted Yokomizo and informed
    her that she was the one who had developed the product.
    Yokomizo, in turn, told Jaggi that he should contact
    Tulshian and resolve the issue.
    Having learned of the e-mail to Trader Joe's, Tulshian
    retained an attorney, who sent Rass a demand letter dated
    December 7, 2007.   After negotiation attempts between Jaggi and
    Tulshian failed, on January 9, 2008, IAM filed a complaint in
    the Superior Court of New Jersey alleging misappropriation of
    trade secrets, tortious interference with present and
    prospective economic advantage, and trade libel.   Under the
    count entitled trade libel, the complaint alleges that Jaggi's
    statements in the e-mail "constitute trade libel, trade
    disparagement, and defamation."   Jaggi responded by seeking the
    advice of his own local Massachusetts attorney, and by hiring
    New Jersey attorney Emery Mishky to defend the IAM lawsuit.
    Mishky agreed to defend the case at a rate of $275 per hour.
    At all relevant times, Rass was insured by a commercial
    general liability policy issued by Travelers.   The policy
    covered, among other things, claims against the insured for
    "[o]ral, written, or electronic publication of material that
    slanders or libels a person or organization or disparages a
    6
    person's or organization's goods, products, or services."     The
    policy also required Travelers "to defend the insured against
    any 'suit' seeking [covered] damages."
    On March 6, 2008, Rass notified Travelers of the New Jersey
    lawsuit.   A Travelers senior technical specialist, John Banks,
    responded by letter dated March 19, 2008.   It states that "a
    potential for coverage" exists under the policy, and that
    Travelers agrees to defend Rass subject to a reservation of its
    rights "to deny indemnification for any alleged acts which do
    not fall within the enumerated personal injury offense . . . or
    [fall within] any of the exclusions [listed in the policy]."      In
    the letter, Travelers also disclaimed coverage for any claim
    related to the trade secrets allegations, but acknowledged that
    the claims based on the e-mail to Trader Joe's obligated
    Travelers to defend the action.   Finally, Travelers agreed to
    have Mishky remain on the case, but unilaterally set a rate of
    payment of $200 per hour.
    Throughout the duration of the underlying case, Mishky
    regularly reported to the Travelers personnel assigned to the
    case, including Banks; Amy Baker, a claims adjustor in
    Travelers's major case unit specializing in business torts; and
    John Scott, an attorney from a New Jersey law firm retained as
    independent monitoring counsel.   Despite Tulshian's claim of
    $675,000 in lost profits and Baker's acknowledgment that no
    7
    policy exclusions applied, Mishky's initial assessment of IAM's
    case was that Travelers had minimal exposure.   As for the claims
    arising out of the e-mail, Mishky applied a common-law
    defamation analysis.   The pretrial reports and notes indicate
    that he thought it was defensible on the grounds that the e-mail
    was limited in its publication and expressed only Jaggi's
    opinion, and because a qualified privilege could apply to the
    statements made.   On the trade secrets claim, Mishky pointed to
    the fact that Tulshian had done nothing to protect any trade
    secret she claimed as hers, and the fact that the sauces were
    made from generic Punjabi recipes that Jaggi had supplied to
    Tulshian.   Nevertheless, as the case neared a July 21, 2009,
    trial date, in a report dated May 20, 2009, Mishky predicted a
    possible verdict of $100,000 to $500,000, recommended a
    settlement range of $100,000 to $150,000, and indicated that the
    chance of a defense verdict was fifty to seventy-five percent.
    On the July 21, 2009, trial date IAM dropped its demand
    from $675,000 to $200,000, and then to $175,000.   Extensive
    settlement discussions occurred between IAM and Rass, with
    communications to Travelers inquiring about contribution.
    Travelers first offered $10,000 on the condition that Rass waive
    its right to dispute Mishky's reasonable hourly rate.     When that
    offer was rejected, Travelers made a second offer of $20,000 on
    the condition that Rass waive its right to seek indemnification
    8
    under the policy.    Rass likewise rejected that offer and, not
    wanting to lose the opportunity to avoid trial, settled the case
    for $175,000 without any contribution from Travelers.
    2.   The present action.   Having settled the New Jersey case
    on its own, Rass filed a complaint in the Superior Court on June
    7, 2010, alleging that Travelers had breached its contract and
    had committed unfair or deceptive acts in violation of G. L.
    c. 93A, § 2.3    Following discovery, Rass moved for partial
    summary judgment as to liability on the settlement and
    attorney's fees, while Travelers sought a summary judgment
    ruling limited to its obligation to pay the attorney's fees Rass
    incurred prior to its March 6, 2008, notice to Travelers of the
    underlying claim.    The judge allowed Travelers's motion and
    denied Rass's.
    A bench trial was held over multiple days in October and
    November, 2012, at which Jaggi, Baker, and Mishky testified.
    Rass also hired New Jersey attorney Gregg Paradise, a specialist
    in intellectual property law, who testified as an expert for
    Rass on the reasonableness of the settlement and provided his
    opinion of the viability of IAM's claims under New Jersey law.
    The focus of Paradise's and Mishky's testimony was that Rass's
    3
    The judge's finding that two additional counts, claiming
    breach of the implied covenant of good faith and fair dealing
    and common-law bad faith, were duplicative of the c. 93A claim
    is not disputed on appeal.
    9
    settlement was reasonable because IAM had a viable trade
    disparagement claim4 based on the contents of the e-mail.
    Counsel for Travelers and Baker, the major case unit adjuster,
    who is also an attorney, disputed that a trade disparagement
    claim would be covered under Jaggi's policy because the e-mail
    did not "disparage[] a person's or organization's goods,
    products, or services" as provided in the policy language but,
    rather, disparaged Tulshian herself, or her ownership of the
    sauces.   Counsel for Travelers also emphasized the absence of
    any written records generated prior to the settlement
    discussing, or even mentioning, trade disparagement.
    Looking at the facts known to the parties at the time of
    the settlement, the judge concluded that "Rass has proved by a
    preponderance of the evidence that the settlement in large part
    (but not entirely) reflected Rass's exposure to plaintiffs'
    claims for lost profits due to the Trader Joe's e-mail and that
    these claims were covered."   The judge accordingly found that
    Travelers had breached its contractual duties by failing to
    contribute $140,000 to the $175,000 settlement.   On the
    attorney's fees issue, the judge found that there was little
    dispute that Mishky's hourly rate of $275 was reasonable, and
    4
    Although IAM's complaint states a claim for both trade
    libel and trade disparagement, the phrases are interchangeable.
    We shall use the phrase trade disparagement for the remainder of
    the opinion.
    10
    awarded Rass damages for the difference that Travelers had
    failed to pay, which amounted to $25,000.
    Assessing Travelers's conduct in relation to the
    requirements of G. L. c. 176D, § 3(9), the judge found
    Travelers's failure to contribute to the settlement, and its
    failure to pay Mishky's reasonable attorney fees, to be unfair
    and unreasonable in the face of the facts known to it and
    reasonably available at the time and, therefore, to constitute a
    violation of G. L. c. 93A.     Rass subsequently requested
    attorney's fees totaling $676,302.77.     The judge awarded half
    that figure, criticizing counsel for his obfuscating trial
    tactics and noting that he had repeatedly filed frivolous and
    unnecessary motions.     After incurring more legal expenses for
    work related to bringing the case to final judgment, Rass
    submitted an additional motion for an updated fee award seeking
    another $29,997.94.      The judge summarily denied the motion,
    citing the reasoning stated in Travelers's opposition.        These
    appeals followed.     Additional facts will be set forth as
    necessary.
    Discussion.     1.   Standards of review.   "The standard of
    review of a grant of summary judgment is whether, viewing the
    evidence in the light most favorable to the nonmoving party, all
    material facts have been established and the moving party is
    entitled to a judgment as a matter of law."      Augat, Inc. v.
    11
    Liberty Mut. Ins. Co., 
    410 Mass. 117
    , 120 (1991).        See Mass. R.
    Civ. P. 56(c), as amended, 
    436 Mass. 1404
    (2002).        As to the
    parties' remaining claims, we are bound by the trial judge's
    findings of fact, including all reasonable inferences, that are
    supported by the evidence.        Twin Fires Inv., LLC v. Morgan
    Stanley Dean Witter & Co., 
    445 Mass. 411
    , 420 (2005) (Twin
    Fires).     T.W. Nickerson, Inc. v. Fleet Natl. Bank, 
    456 Mass. 562
    , 569 (2010).     Such findings will only be set aside if
    clearly erroneous.     Mass. R. Civ. P. 52(a), as amended, 
    423 Mass. 1402
    (1996).     "The judge's legal conclusions are reviewed
    de novo."    Anastos v. Sable, 
    443 Mass. 146
    , 149 (2004).
    2.     Breach of contract.    a.   Duty to pay pre-notice defense
    costs.    On Travelers's motion for partial summary judgment, the
    judge concluded that Travelers had no duty under the policy
    language to pay for the defense costs Rass incurred prior to
    notifying Travelers of the underlying claim.5       We agree with the
    judge's ruling.
    When an insured fails to comply with its contractual
    obligation to provide prompt notice of a claim, it is well
    settled that, unless prejudiced, an insurer nevertheless has a
    duty to defend the insured.       
    Boyle, 472 Mass. at 655-658
    .     There
    5
    Our analysis on the summary judgment claim is limited to
    the undisputed facts related to Rass's delayed notice of the
    claim to Travelers, and Travelers's refusal to pay the fees
    incurred prior to its receipt of that notice.
    12
    is no equivalent body of case law in Massachusetts addressing
    the related question of when an insurer's obligation to fund
    that defense begins.   The issue has been examined, however, in
    the Federal District Courts, and in other States, where the
    consensus is that the insurer bears no such obligation until
    notice is received.    See Hoppy's Oil Serv., Inc. v. Insurance
    Co. of N. Am., 
    783 F. Supp. 1505
    , 1509 (D. Mass. 1992) ("No duty
    to defend or to participate in a defense can arise before the
    insurer has notice of the suit against the insured, or at least
    of the underlying claim and the likelihood of suit"); American
    Mut. Liab. Ins. Co. v. Beatrice Cos., Inc., 
    924 F. Supp. 861
    ,
    872 (N.D. Ill. 1996) (applying Massachusetts law) (Beatrice
    Cos.); Windt, Insurance Claims & Disputes § 4:44, at 327-334
    (6th ed. 2013) (Windt).
    The reasoning supporting the majority position is
    persuasive.   First, an insurer cannot be aware of a duty to
    defend an insured until notice is given.   It would be
    irrational, then, to conclude that the insurer could breach that
    duty at a point when it is unaware that the duty exists.
    Second, when an insurer receives late notice, it is unable to
    control or minimize costs that have already been incurred.     See
    generally MacInnis v. Aetna Life & Cas. Co., 
    403 Mass. 220
    , 223
    (1988) (notice of claim provision exists for purpose of allowing
    insurer to protect its interests); Augat, Inc. v. Liberty Mut.
    13
    Ins. Co., 
    410 Mass. 117
    , 123 (1991) (where notice of claim did
    not occur until after underlying settlement had been executed
    and judgment entered, insurer not liable under policy,
    regardless of prejudice, because "it was too late for the
    insurer to act to protect its interests").   Here, during the
    three-month delay, Travelers was unable to recommend counsel,
    negotiate a fee rate, or take other steps to protect its
    interests and minimize losses.
    Finally, if the opposite result were reached, an insured
    could be incentivized to delay providing notice so as to control
    its own defense for as long as possible, knowing that, absent
    prejudice, the insurer would have to cover the bill for
    reasonable defense costs.   See Beatrice Cos., supra at 873-874
    ("There are tactical reasons why an insured may want to withhold
    the defense from an insurer that clearly covers a risk.     For
    example, especially in a high profile case, an insured may not
    want to lose control of events to the insurer").
    For all of these reasons, the judge properly allowed
    Travelers's partial motion for summary judgment on the issue of
    defense costs incurred prior to notice.6
    6
    We reject Rass's alternative argument that Travelers
    became bound to pay the prenotice defense costs on the ground of
    waiver due to Travelers's inadvertent payment of a portion of
    Mishky's prenotice fees. To establish waiver, Rass must to
    demonstrate that the payment amounted to the intentional
    relinquishment of a known right. See Rotundi v. Arbella Mut.
    14
    b.     Duty to indemnify.   Because the underlying case did not
    proceed to judgment, but settled, Travelers's liability under
    the policy and, in turn, its duty to indemnify Rass for covered
    losses were not determined on the record in the underlying case.7
    In such instances, the court is left to determine an insurer's
    duty to indemnify by looking to the basis for the settlement;
    i.e., whether any portion of the settlement was made in
    compensation for the acts alleged in the underlying complaint,
    and, if so, whether those acts are covered under the policy
    language.       See Travelers Ins. Co. v. Waltham Indus. Labs. Corp.,
    
    883 F.2d 1092
    , 1099 (1st Cir. 1989); 
    Windt, supra
    at § 6:31, at
    312.       If any part of a settlement is for covered claims, the
    court is then charged with allocating the settlement between
    covered and noncovered claims.       See Allmerica Fin. Corp. v.
    Certain Underwriters at Lloyd's, London, 
    81 Mass. App. Ct. 674
    ,
    681 (2012) (remanding matter for, inter alia, allocation of
    damages between claims covered by insurance and those not
    covered by insurance) (Allmerica).
    Ins. Co., 
    54 Mass. App. Ct. 906
    , 907 (2002). The record is
    devoid of any facts supporting such an argument.
    7
    When an underlying complaint is tried to a jury, the judge
    may assist the process of allocating covered and uncovered
    claims by providing the jury with a special verdict form. See
    Liquor Liab. Joint Underwriters Assn. of Massachusetts v.
    Hermitage Ins. Co., 
    419 Mass. 316
    , 323 (1995).
    15
    The relevant inquiry in determining an insurer's obligation
    in these circumstances is "how the parties to the settlement
    viewed the relative merits of the plaintiff's claims at the time
    of the settlement and whether, if the insured settled without
    the carrier's approval, the settlement amount was reasonable."
    
    Windt, supra
    at § 6:31, at 310-311.     See American Home Assur.
    Co. v. Libbey-Owens-Ford Co., 
    786 F.2d 22
    , 31 (1st Cir. 1986)
    (noting on issue of allocating settlement that court "should
    accept whatever evidence is available regarding the intent
    behind the settlement decision"); Luria Bros. & Co. v. Alliance
    Assur. Co., 
    780 F.2d 1082
    , 1091 (2d Cir. 1986) (insured need not
    establish actual liability, so long as potential liability is
    shown to exist on facts known to insured at time of settlement);
    Nordstrom, Inc. v. Chubb & Son, Inc., 
    820 F. Supp. 530
    , 535
    (W.D. Wash. 1992) ("An insurer is not entitled . . . to re-
    litigate an underlying action following a settlement").     See
    also 
    Allmerica, supra
    .
    As for the burden of proof, it rests with the insured, here
    Rass, to prove "the compromise of claims that were covered by
    the general insuring clause."   Continental Cas. Co. v. Canadian
    Universal Ins. Co., 
    924 F.2d 370
    , 376 (1st Cir. 1991), quoting
    from 
    Windt, supra
    at § 6.29, at 351.8
    8
    Rass argues that, based on Travelers's failure to pay
    Mishky his reasonable hourly rate of $275, Travelers breached
    16
    Having set out a legal framework, we turn to the issues
    before us.   Here, the judge determined that Rass reasonably
    settled the IAM case based on its probable liability for both
    the e-mail claims and the trade secrets claim.    Having
    determined that the e-mail claims were covered, but the trade
    secrets claim was not, the judge assigned an allocation.     On
    appeal, the parties agree that the claim for misappropriation of
    trade secrets is not covered under the policy and, therefore,
    Travelers has no duty to indemnify whatever portion of the
    settlement is attributable to that claim.    As to the claims of
    defamation and trade disparagement arising from the e-mail,
    however, the parties' positions diverge.    While both agree that
    defamation is covered under the policy, and that the e-mail may
    be understood to support a claim for defamation, Travelers
    maintains that, at the time of settlement, the affirmative
    its duty to defend and, in so doing, shifted the burden of proof
    from the insured to the insurer. While Rass is correct that a
    breach of the duty to defend causes the burden to shift, see
    Polaroid Corp. v. Travelers Indem. Co., 
    414 Mass. 747
    , 764
    (1993), no such breach occurred here. Unlike Polaroid,
    Travelers defended the suit against Rass, albeit at a lower
    hourly rate, with no resulting prejudice incurred by Rass as a
    result of the payment dispute. See 
    ibid. (burden of proof
    should shift to insurer "[b]ecause an insurer should be liable
    for the natural consequences of a breach of contract that places
    its insured in a worse position"). The only consequence flowing
    to Travelers in unilaterally setting the lower rate is its
    liability to Rass for the difference between the amount paid and
    the amount owed under the reasonable rate, which the judge found
    and is undisputed on appeal. See Citation Ins. Co. v. Newman,
    
    80 Mass. App. Ct. 143
    , 144 n.4 (2011).
    17
    defenses to the defamation claim were considered to be so strong
    that little if any portion of the settlement can be allocated to
    that claim.    Travelers also maintains that, while liability for
    the tort of disparagement is covered under the policy, the e-
    mail cannot be understood as giving rise to such a claim or as
    falling within the policy coverage.    Thus, Travelers argues that
    no portion of the settlement can be attributed to the
    disparagement claim.    Rass, for its part, asserts that it faced
    no liability for misappropriation of trade secrets, and that the
    judge should have allocated the entire settlement to the e-mail
    claims.
    We conclude that the e-mail gave rise to a covered
    disparagement claim as well as a covered defamation claim, and
    we discern no reason to disturb the judge's allocation of the
    settlement as between the e-mail claims and the trade secrets
    claim.    We address each point, in turn.
    i.     Viability and coverage of the e-mail related claims.
    Travelers argues that the statements made in the e-mail do not
    support a claim for trade disparagement because Jaggi's
    statements concern Tulshian's ownership of the sauces, but do
    not disparage their quality.    Travelers also argues that a
    disparagement claim under this set of facts is not a claim for
    disparagement of "goods, products, or services," as required by
    the language of the policy.    The arguments fail, as the relevant
    18
    case law, facts, and policy language support coverage for the
    disparagement claim, as well as the defamation claim.
    Disparagement and defamation are distinct torts.    See
    generally Dairy Stores, Inc. v. Sentinel Publishing Co., 
    104 N.J. 125
    , 133-134 (1986), citing Prosser & Keeton, Torts § 111,
    at 771, and § 128, at 962-964 (5th ed. 1984) (Prosser & Keeton).9
    Disparagement, or trade libel, requires proof of a publication
    of a false statement "derogatory to the quality of a plaintiff's
    business, of a kind calculated to prevent others from dealing
    with [her], or otherwise to interfere adversely with plaintiff's
    relations with others."   Patel v. Soriano, 
    369 N.J. Super. 192
    ,
    246-247 (App. Div. 2004).   "The communication must be made to a
    third person and must play a material part in inducing others
    not to deal with plaintiff."    
    Id. at 247.
       Defamation, on the
    other hand, requires a statement that "is false, communicated to
    a third person, and tends to lower the subject's reputation in
    the estimation of the community or to deter third persons from
    associating with him."    Lynch v. New Jersey Educ. Assn., 
    161 N.J. 152
    , 164-65 (1999), citing Restatement (Second) of Torts
    §§ 558, 559 (4th ed. 1977).    "[T]he threshold issue in any
    defamation case is whether the statement at issue is reasonably
    susceptible of a defamatory meaning."    Printing Mart-Morristown
    9
    As the underlying lawsuit was filed in New Jersey, the
    parties do not dispute the application of its laws to the issue
    of coverage of the claims set out therein.
    19
    v. Sharp Electronics Corp., 
    116 N.J. 739
    , 765 (1989).    Simply
    put, disparagement concerns the reputation of a business, while
    defamation concerns an individual's personal reputation in the
    community.
    Depending on the individual facts involved in any given
    case, there can be a significant overlap in the causes of
    action.   See Prosser & Keeton, supra at 964-965 (noting that
    "[m]any statements effectuate both harms"); Dairy Stores, Inc.
    v. Sentinel Publishing Co., supra at 133 (noting overlap in
    causes of action); Patel v. Soriano, supra at 248 (same).        Such
    is the case here, where, as the judge found, and we concur, the
    10
    statements went to both personal and business reputation.         In
    the e-mail, Jaggi insults Tulshian's personal reputation by
    falsely stating that Rass owns the sauces and by calling her
    actions "illegal" and "unethical."   The statements also concern
    her business dealings through her company.   As the principal of
    IAM, Tulshian was the face of the company, and a personal insult
    to her equally could be seen as a disparagement of the
    "character" of her business organization that would prevent
    10
    We are in as good a position as the judge to read the e-
    mail and determine if coverage is triggered based on its
    contents. We add, nonetheless, that our reading and
    interpretation accords with that of the judge.
    20
    others from doing business with her.11   See Prosser & Keaton,
    supra at 964.   Because a statement about a business, itself, may
    fall within the realm of disparagement, Travelers's arguments
    about the absence of any disparagement of the product's quality
    are irrelevant.12   In sum, the e-mail gave rise to possible
    defamation and disparagement claims.13
    As to coverage for disparagement, Travelers argues that
    because IAM's business with Rass was not a "good, product or
    service" disparaged by Jaggi's e-mail, any trade disparagement
    11
    As aptly stated by the judge: "[T]he Trader Joe's email
    was impossible to deny: it was admittedly sent and it said what
    it said. If the email were simply seen as a way to besmirch
    Tulshian's personal reputation, then she would be hard-pressed
    to show damages. But the email did more than that, targeting
    Tulshian's business and disparaging her products. Its message
    was also clear: Trader Joe's should not deal with Tulshian or
    IAM directly."
    12
    Travelers cites Heritage Mut. Ins. Co. v. Advanced
    Polymer Tech., Inc., 
    97 F. Supp. 2d 913
    (S.D. Ind. 2000), in its
    brief in support of the proposition that insurers should bear no
    responsibility for covering claims involving a dispute over
    ownership or title under a policy providing coverage for the
    disparagement of goods, products, or services. The case is
    inapposite, as there was no allegation that the insured in that
    case had disparaged the character of the opposing party's
    business or product. It was for that reason that the court held
    that no coverage existed under similar policy language. See 
    id. at 931-933.
         13
    Travelers makes much of the fact that, prior to the
    present action, everyone involved viewed the e-mail as only
    giving rise to a highly defensible defamation claim. Whether
    there were defenses, however, is relevant only to the extent
    that Travelers can show that Jaggi thought the defamation claims
    were so defensible that he settled only due to his liability on
    the trade secrets claim. That showing has not been made, and is
    contrary to the facts found.
    21
    claim is not covered under the language of the policy.     "It is
    . . . appropriate, in construing an insurance policy, to
    consider what an objectively reasonable insured, reading the
    relevant policy language, would expect to be covered."     Hazen
    Paper Co. v. United States Fid. & Guar. Co., 
    407 Mass. 689
    , 700
    (1990).    "If there are two rational interpretations of policy
    language, the insured is entitled to the benefit of the one that
    is more favorable to it."    
    Ibid. In this case,
    where Jaggi
    called into question the legal status of any sauces Tulshian
    might produce, and viewing the policy in Rass's favor, an
    objective and reasonable policyholder would expect any
    disparagement claim arising from those facts to be covered under
    the policy language.14
    Accordingly, we conclude that all claims arising out of the
    e-mail were covered under the relevant policy language.
    ii.   Allocation.   Based on the undisputed record and
    credible testimony, the judge allocated eighty percent, or
    $140,000 of the $175,000 settlement, to the e-mail-related
    claims, with the remainder to the trade secrets claim.     Upon an
    extensive review of the record and the judge's findings, we see
    no reason to disturb the allocation reached.
    14
    Although we review the coverage question de novo, we note
    that we reach the analogous conclusion as the judge.
    22
    Several facts point to the strength of the claims raised by
    the e-mail, and Rass's consideration of them at the time of the
    settlement.    First, Rass knew that IAM was seeking $675,000 in
    losses.     That figure could be directly related to the e-mail,
    which impeded Tulshian and IAM from selling to Trader Joe's.       In
    other words, unlike the trade secrets claim, the e-mail claims
    were supported by direct evidence linking Rass to IAM's lost
    business.    Mishky's pretrial analysis reflected this concern,
    with a predicted possible verdict of $100,000 to $500,000 and a
    recommended settlement range of $100,000 to $150,000.     Second,
    and particularly telling of Rass's state of mind on July 21,
    2008, is the fact that the settlement included, at Tulshian's
    urging, a condition that Rass recant its prior statement to
    Trader Joe's, but included no assignment of any trademark, trade
    secret, or other right.
    The record likewise supports the judge's conclusion that
    the trade secrets claim formed some small basis for the
    settlement.    Contrary to Rass's assertions that it faced no
    liability for trade secrets, the four counts related to trade
    secrets all survived until trial, which was scheduled to
    commence on the day the settlement was reached.    Mishky, who
    testified on behalf of Rass at trial, noted that any claim that
    reaches a jury carries some risk, and that the trade secrets
    claim carried a five to ten percent chance of a plaintiff's
    23
    verdict.    Mishky's testimony reflects the fact that a jury can
    and often does act unpredictably, and a settlement of claims
    reflects a compromise to avoid exposure at trial.      See generally
    Reading Co-Op. Bank v. Suffolk Constr. Co., 
    464 Mass. 543
    , 551
    (2013); Curcuru v. Rose's Oil Serv., Inc., 
    66 Mass. App. Ct. 200
    , 217 (2006).
    3.      General Laws c. 93A.   In its cross-appeal, Travelers
    disputes the judge's finding of a violation of G. L. c. 93A.
    Rass, on the other hand, argues that multiple damages are
    warranted based on Travelers's actions, and that the judge erred
    in reducing its award of attorney's fees, and in declining to
    award supplemental attorney's fees.
    a.      Violation of c. 93A based on unfair claim settlement
    practices.    Liability under G. L. c. 93A, § 2, is based upon the
    employment of "unfair or deceptive acts or practices in the
    conduct of any trade or commerce" while G. L. c. 176D, § 3, sets
    forth unfair acts or practices specific to the insurance
    industry.    See Silva v. Steadfast Ins. Co., 
    87 Mass. App. Ct. 800
    , 803 (2015) (Silva).     Among those practices enumerated in
    c. 176D, § 3(9), are unfair claim settlement practices,
    including:
    "(d) [r]efusing to pay claims without conducting a
    reasonable investigation based upon all available
    information; . . .
    24
    "(f) [f]ailing to effectuate prompt, fair and
    equitable settlements of claims in which liability has
    become reasonably clear; [and]
    "(g) [c]ompelling insureds to institute litigation to
    recover amounts due under an insurance policy by
    offering substantially less than the amounts
    ultimately recovered in actions brought by such
    insureds."
    G. L. c. 176D, § 3(9), as amended by St. 2012, c. 208, § 21.     "A
    violation of G. L. c. 176D, § 3(9), itself establishes a
    violation of G.L. c. 93A unless the injured party is 'engage[d]
    in the conduct of any trade or commerce.'   See G. L. c. 93A,
    §§ 9(1), 11."   
    Boyle, 472 Mass. at 661
    .   In that case, as here,
    a violation of c. 176D, § 3(9), provides evidence of an unfair
    or deceptive practice in violation of c. 93A, but is not
    conclusive.   See Silva, supra at 803-804, citing Northern
    Security Ins. Co. v. R.H. Realty Trust, 
    78 Mass. App. Ct. 691
    ,
    696 n.12 (2011).   "[W]hether a particular set of acts, in their
    factual setting, is unfair or deceptive is a question of fact,"
    which we review for clear error.   See Klairmont v. Gainsboro
    Restaurant, Inc., 
    465 Mass. 165
    , 171 (2013), quoting Casavant v.
    Norwegian Cruise Line Ltd., 
    460 Mass. 500
    , 503 (2011).
    The judge made the following findings of fact in support of
    her conclusion that Travelers had committed unfair claim
    settlement practices in violation of c. 93A.   First, Travelers,
    by its statements and conduct, acknowledged that it would be
    required to indemnify Rass if IAM prevailed on its e-mail-
    25
    related claims.15    At that time Travelers also was aware, or
    should have been aware, based on its duty to investigate, of the
    strength of the e-mail-related claims and Rass's likely exposure
    to a judgment in the six figures.     Nevertheless, Travelers
    offered a settlement contribution far below Rass's likely
    exposure.   Second, Baker attempted to condition that inadequate
    contribution on a waiver of Rass's right to seek attorney's fees
    or indemnification.     By these acts, Travelers failed to
    effectuate a fair and equitable settlement of claims in which
    liability had become reasonably clear.     See G. L. c. 176D,
    § 3(9)(d), (f).     Third, by surrendering control of the defense
    to the insured under a reservation of rights, yet at the same
    time refusing to pay Mishky's hourly rate, which was reasonable,
    Travelers unfairly compelled Rass to seek the unpaid fees
    through litigation.16    See G. L. c. 176D, § 3(9)(g).   See also
    15
    In so finding, the judge clarified that Travelers's acts
    were not the result of a plausible, good faith, yet ultimately
    incorrect interpretation of the policy at issue. Contrast
    Premier Ins. Co. of Massachusetts v. Furtado, 
    428 Mass. 507
    , 510
    (1998), citing Gulezian v. Lincoln Ins. Co., 
    399 Mass. 606
    , 613
    (1987).
    16
    Quoting from another decision of the Superior Court, the
    judge sensibly observed that "an insurer cannot reserve its
    rights and thereby surrender control of the defense, and still
    reasonably expect that it will pay the same amount of legal fees
    that it would have paid had it accepted coverage and retained
    control of the defense. Through its reservation of rights, the
    insurer's duty to defend is transformed into a duty to reimburse
    its insured for reasonable attorney's fees incurred by the
    insured's chosen counsel."
    26
    Citation Ins. Co. v. Newman, 
    80 Mass. App. Ct. 143
    , 144 n.4
    (2011) ("reasonable charges are to be assessed with reference to
    market rates; an insurer may not insist on paying only the
    discounted rate it has been able to negotiate with its panel of
    attorneys").
    The findings are well supported by the record, and
    demonstrate a pattern of unfair conduct on the part of Travelers
    in violation of both c. 176D and c. 93A.   See R.W. Granger &
    Sons, Inc. v. J & S Insulation, Inc., 
    435 Mass. 66
    , 75-78
    (2001); MT "Baltic Commander" Schiffahrtsgesellschaft MBH & Co.
    KG v. Massachusetts Port Authy., 
    918 F. Supp. 2d 105
    , 113-114
    (D. Mass. 2013).
    b.   Willful or knowing violation.   General Laws c. 93A,
    § 11, provides that, upon a finding of a violation of c. 93A,
    "recovery shall be in the amount of actual damages; or up to
    three, but not less than two, times such amount if the court
    finds that the use or employment of the method of competition or
    the act or practice was a willful or knowing violation"
    (emphasis added).   To be wilful or knowing, a violation need not
    be malicious, but must constitute more than negligence.   Within
    that range is conduct that is "intentionally gainful," McGonagle
    v. Home Depot U.S.A., Inc., 
    75 Mass. App. Ct. 593
    , 600 n.9
    (2009), or demonstrates a wilful recklessness or conscious,
    27
    knowing disregard for its likely results, see Gore v. Arbella
    Mut. Ins. Co., 
    77 Mass. App. Ct. 518
    , 531-532 (2010).
    Here, noting "the last minute nature of the demand . . .
    coupled with Travelers's earlier reliance on Mishky's
    evaluations" the judge declined to find a wilful or knowing
    violation justifying multiple damages.      That conclusion comports
    with the judge's findings of negligence on the part of Travelers
    relative to its investigative obligations, and in its reliance
    on Mishky's overly optimistic reports.      Yet, as to the
    settlement contribution offered, and the refusal to pay Mishky's
    hourly rate, the judge characterized Travelers's tactics as
    exerting leverage, and found them to be "extortionate" and
    without "good faith."   Rass argues that such findings compel an
    award of multiple damages.   We disagree.
    "Whether the defendants violated c. 93A in a wilful or
    knowing manner was a matter for the judge," Kattar v. Demoulas,
    
    433 Mass. 1
    , 15 (2000), which we review for an abuse of
    discretion, Clark v. Leisure Woods Estates, Inc., 89 Mass. App.
    Ct. 87, 94 (2016).   "[B]ecause evidence will support a
    particular finding does not require that the finding be made."
    Kattar v. Demoulas, supra at 16.   Here, while an award of
    multiple damages arguably may have been supported by some of the
    findings, the judge was well within the range of her discretion
    in declining so to order, particularly in consideration of her
    28
    experience with the case in its entirety.    See ibid., citing
    Clegg v. Butler, 
    424 Mass. 413
    , 420 (1997) (judge's c. 93A
    findings will not be disturbed unless clearly erroneous).
    c.   Attorney's fees.17   On appeal, Rass strongly objects to
    the reduction of its fee submission by half and the denial of
    its motion for supplemental fees.   Travelers challenges the fee
    award as well, arguing that Rass should not be awarded fees for
    time spent on work unrelated to the c. 93A claim.
    A trial judge is owed substantial deference in the award
    of reasonable attorney's fees, having witnessed the parties,
    counsel, and case being tried firsthand.    See Heller v.
    Silverbranch Constr. Corp., 
    376 Mass. 621
    , 629 (1978); Fontaine
    v. Ebtec Corp., 
    415 Mass. 309
    , 324 (1993) (reasonable attorney's
    fee award "is largely discretionary with the judge"); Twin
    
    Fires, 445 Mass. at 431
    .   Employing the "lodestar" method, Ross
    v. Continental Resources, Inc., 
    73 Mass. App. Ct. 497
    , 515
    (2009), a judge "should consider the nature of the case and the
    issues presented, the time and labor required, the amount of
    damages involved, the result obtained, the experience,
    reputation and ability of the attorney, the usual price charged
    for similar services by other attorneys in the same area, and
    17
    General Laws c. 93A, § 11, provides that, if a violation
    of c. 93A, § 2, has been established, the plaintiff "shall . . .
    be awarded reasonable attorneys' fees and costs incurred in said
    action."
    29
    the amount of awards in similar cases."   Linthicum v.
    Archambault, 
    379 Mass. 381
    , 388-389 (1979) (Linthicum).    See T.
    Butera Auburn, LLC v. Williams, 
    83 Mass. App. Ct. 496
    , 503
    (2013).
    Here, the judge provided several reasons for her
    substantial reduction of the fees requested.   She noted that the
    case generally did not raise complex legal issues, but where
    there was complexity she was hindered rather than helped by
    Rass's submissions.   Further, Rass made submissions that were
    outside of the procedural rules and frivolous, and which
    continued to press arguments that had already been decided or
    were plainly incorrect.   As an example, the judge noted the
    fifty hours billed for Rass's motion for summary judgment,
    despite the "near impossibility of prevailing on such a motion."
    Finally, the judge remarked on the excessive and duplicative
    time Rass's counsel billed for certain pleadings and motions.
    As for the supplemental fee request, the judge denied the motion
    for the reasons cited in Travelers's opposition.
    It is apparent from the record that Rass overwhelmed the
    court with numerous filings of dubious value, and then submitted
    voluminous, detailed billing statements for that work.     In her
    application of the Linthicum factors, the judge was well
    warranted in reducing the fees requested by a large percentage
    on that basis.   In doing so, she was not required to provide an
    30
    hour-by-hour accounting of the result reached.   See Twin Fires,
    supra at 429-430 (upholding a forty-five percent reduction of
    fee award where plaintiff had submitted overwhelming and
    unhelpful billing materials, as it was not judge's role "to sort
    out the plaintiffs' perplexing submission.   To do so would [be]
    a poor use of judicial resources"), citing Berman v. Linnane,
    
    434 Mass. 301
    , 303 (2001) (judge not "required to review and
    allow or disallow each individual item in the bill, but could
    consider the bill as a whole").   It is also apparent that no
    apportionment of the fees was required between the c. 93A and
    breach of contract claims, as they arose from the same primary
    conduct or chain of events.   See Castricone v. Mical, 74 Mass.
    App. Ct. 591, 604 (2009), and cases cited.   On the motion for
    supplemental fees, Travelers's opposition argued that the
    additional fees were for unnecessary work.   Upon review, the
    judge's denial on those grounds was not an abuse of her
    substantial discretion.18
    Judgment affirmed.
    18
    Because we affirm the judgment below, we decline to award
    attorney's fees to Rass.