Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

Designing effective organizational coaching services in the field of industry and business

Document Type : The scientific research paper

Authors
1 Faculty of Design, Tabriz Islamic Art University, Tabriz, IRAN.
2 Assistant Professor, Department of Accounting, Management and Economics, Shabestar Branch, Islamic Azad University, Shabestar, IRAN
Abstract
Today, maximizing human capital utilization is essential for organizations due to rapid technological advancements, increasing competition, and cost reduction needs. Organizational coaching serves as a powerful method to ensure employees are motivated and perform at full potential. This study aims to identify factors influencing organizational coaching implementation in Iran's industry and trade sector and propose an optimal paradigm model. Using a qualitative grounded theory approach (Strauss and Corbin, 1998), the population consisted of managers and experts in organizational coaching, with 16 participants selected via snowball sampling. Findings through open, axial, and selective coding reveal a paradigmatic model including causal conditions (organizational and individual characteristics), contextual factors (coaching culture building, organizational climate, organizational support), intervening factors (coach and client characteristics), strategies (organizational change, self-awareness, role clarity, organizational agility, organizational trust enhancement, organizational learning), and consequences (individual and organizational development). The innovation of this research lies in integrating Iran's unique cultural factors with global models, aiding industrial organizations in performance improvement.
Keywords
Subjects


Articles in Press, Accepted Manuscript
Available Online from 04 June 2026

  • Receive Date 04 February 2026
  • Revise Date 27 February 2026
  • Accept Date 04 June 2026