The International Journal of Coaching in Organizations
Alignment Coaching: The Missing Element in Business Coaching

By: John Lazar & Bill Bergquist


    Coaching in organizations often focuses on either how to address issues effectively or how to perform well in a situation, given a decision to move forward and a strategy to meet success criteria. Sometimes these interventions will prove ineffective. There is, however, another possible focus of coaching, one that confronts making sense of one’s life and the fundamental values and meaning that get expressed through choice and action. This is alignment coaching. This article offers a fresh perspective on business coaching, distinguishing alignment coaching from its performance and executive coaching brethren. Using a case study illustration, further distinctions are drawn about the types of issues clients face and the type of business coaching that, when matched, can provide ‘best fit’ to achieve desired results.

Analysis From a Market Life Cycle Approach

By: Sheila Maher & Suzi Pomerantz


    In launching this journal the editorial board envisioned that the journal would provide a forum for “reflection and analysis…by those leaders of this emerging field who recognize coaching to be a fixture rather than a fad...” This article explores the market life cycle of executive coaching, considering its history and growth, and estimating its current position. We discuss the four stages of the market life cycle: product introduction, market growth, market maturity, and sales decline, exploring the implications for our profession of each stage. Understanding where coaching is in the market cycle allows us to consider strategies to stimulate the continued growth of the profession. In this article we present our thesis that “this emerging field” is actually already in the mature stage of its lifecycle and we make recommendations for moving the profession forward.

Coaching Across Cultures

By: Philippe Rosinski


    If coaching is largely about shifting and expanding people’s perspectives in a way that they can translate into daily actions, then working with individual belief systems and assumptions is vital. Beyond these individual creeds, coaching has to explore the embedded collective paradigms, which feel to humans like the water that fish blissfully and obliviously swim in. This is why we are discussing coaching in a cultural context in this issue, choosing a fresh European coaching voice as our guide.

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