Original Research

Taming the wild west of business coaching training: An emerging conceptual framework

Jeanette Maritz
Acta Commercii | Vol 13, No 1 | a174 | DOI: https://doi.org/10.4102/ac.v13i1.174 | © 2013 Jeanette Maritz | This work is licensed under CC Attribution 4.0
Submitted: 12 February 2013 | Published: 10 May 2013

About the author(s)

Jeanette Maritz, University of South Africa, South Africa


Orientation: Although it is believed that business coaching provides a positive intervention in building and supporting management capability, there has been little empirical research into the frameworks that could be applied in business coach training in the South African context.

Purpose: The purpose of this study was to explore and describe an emerging conceptual framework for business coach training programmes.

Motivation of the study: An empirical void existed in coach training pedagogy with regard to business coach training programmes.

Research design, approach and method: A qualitative, design was used to describe and understand the needs of business coaching stakeholders. Data were collected by means of focus groups, individual interviews and naïve sketches from business coach stakeholders such as the purchasers of coaching, coach educators, coachees (n = 30). Data were analysed using a thematic approach.

Main findings: The findings were conceptualised and described in terms of the business coach educator as a role model and facilitator of learning, the business coach learner as an adult learner and the educational context. An appreciative environment was recommended. The procedure suggested a progressive broadening of knowledge and skills in an outcomes-based education model. The outcome envisioned a competent business coach who practises both ethically and competently.

Practical/managerial implications: A key prerequisite for the future of business coach training programmes should be a coaching curriculum that is embedded in empirical research, with well-defined theoretical frameworks that guide coaching training and practice.

Contribution/value-add: An emerging conceptual framework for business coach training programmes was described that could stimulate debate on what should matter in business coach training.


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