Abstract
In the last fifteen years, the use of coaching has gained momentum throughout industry, commerce and the public services (Bresser 2008/9). The rapid rise in the utilisation of the coaching has led to, on one hand, tremendous confusion and sometimes conflict about what the term means and on the other much posturing and positioning of different interest groups. Without a commonly agreed definition, it becomes difficult to research coaching and it is hard for practitioners to engage in a meaningful discussion if they are not sure that they are talking about the same thing! Therefore, among practitioners and academics alike, the quest for a true position is similar to the Coca Cola versus Pepsi wars of the 1970’s and 80’s – is there a ‘real thing’ or is there an eclectic mix? So what is the way forward?
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