title: Eine ökonomische Analyse der wissensintensiven Dienstleistung Coaching
title: Economic analysis of the knowledge-intensive service Coaching
Creators: name: Gross, Peter-Paul
Publisher: name: Philipps-Universität Marburg
Year: 2013
Subjects: Coaching
Wirtschaft
Dienstleistungsanalyse
Coaching , Economic Analysis

description: Executive summary of the
      cumulative dissertation of Peter-Paul Gross Economic analysis
      of the knowledge-intensive business service coaching Over the
      past 20 years, coaching has become one of the most popular
      human re-source development instruments. The roots of
      coaching can be found in the sport industry. At the beginning
      coaching was designed as a measure to support top executive
      managers. In the 1980s the first offers of coaching services
      appeared in Germany, inspired by American examples. To this
      day the expansion of coaching in Germany is an impressive
      success story. Since the occupation ‘coach’ is not protected
      everybody can label himself as a coach. Up to the present day
      there are no structural barriers for new coaching service
      providers to enter the German market for coaching services.
      As a consequence of the demand-driven boom and the ease for
      providers to enter the market coaching services were
      customized to a broader audience. As a human resource
      development instrument today coaching services are available
      to everybody who is willing to pay. Coaching services are
      offered and booked in all kinds of branches, all sizes of
      companies and all levels of hierarchy. Apart from the
      business context coaching services are also requested and
      booked in the private sector. Since ‘coaching’ as a label is
      used by providers for many different kinds of services
      customers are more and more confused. It is problematic for
      the market that there is no clear definition for coaching
      services available. Coaching services are offered in
      different levels of quality and price. The price range starts
      with zero euros for volun-tary coaching services and goes up
      to 500 euros per hour in the business sector. The development
      of coaching services and the intransparency on the coaching
      market built the reason and motivation for this economic
      investigation of coaching services. Based on an exploratory
      mixed-method approach several publications among the topic of
      coaching have been published. Five of them constitute this
      cumulative dissertation. The field of research has been
      limited by a focus on the supply and demand of coaching
      services within a business context. For the investigation
      coaching services were basically divided into Life- and
      Business Coaching. Life-Coaching focuses primarily on private
      occasions and concerns. Business-Coaching focuses primarily
      on vocational occasions and concerns. If in the following
      ‘coaching’ is written, Business-Coaching is meant. The first
      essay “Coaching from an economic prospective – Results of the
      first Mar-burger Coaching Survey 2009” defines coaching as a
      person oriented knowledge-intensive business service and
      shows relations from the topic of coaching to infor-mation
      economic theories. Descriptive results of the first Marburger
      Coaching Survey were used to give an overview on the
      structure of the German coaching market. To analyze the
      contractual relationship between coach and customer and/or
      coachee the Principal-Agent-Theory was used. After a short
      descriptive overview about signaling strategies of coachs
      this essay refers to screening strategies of coaching
      customers as well as on the management and the organization
      of coaching. In the second essay “The development of the
      German coaching market and the market potential of virtual
      coaching – An economic analysis” the demand driven
      development of the German coaching market is descriptively
      specified. Relations between information economic theory and
      the potential demand of virtual coaching have been made. In
      this publication the attitudes of employees towards coaching
      were analyzed in detail. Based on the famous paper of George
      Ackerlof (1970) “Market for lemons” the third essay “Coaching
      – The boom and its side effects” describes the problem of
      market failure in a market for services with credence
      qualities. On the example of the Ger-man coaching market
      strategies are discussed how market players can avoid market
      failure. In the fourth essay “How much would you pay your
      executive coach? An investigation of knowledge-intensive
      business services pricing” a multiple regression model was
      used to test the influence of signals and information
      surrogates on success factors like price and order rate of
      coachings. A theoretical contribution was made by the
      differentiation in easy and difficult to imitate signals. The
      result shows that difficult to imitate signals are the
      strongest predictors for several success factors of coaching.
      The fifth essay “Coaching for strengthening a company’s
      capabilities for innovation and change” discusses the
      relation between coaching as a tool of human resource
      management and the dynamic capabilities approach. The
      research question is if companies use coaching for
      strengthening their ability for innovation and change? This
      question can be answered descriptive- and positively. In sum,
      these five essays that constitute this cumulative
      dissertation build an exten-sive economic analysis of the
      knowledge-intensive business service coaching. It is
      questionable to what extent the results of this investigation
      of the German coaching market are transferable to other
      service markets. In any case, results show insights and
      effects about signaling and screening actions in a branch for
      a knowledge-intensive business service. A theoretical
      contribution to economic theory was made by the
      differentiation between easy and difficult to imitate signals
      in the fourth essay for instance. The descriptive results
      from the Marburger Coaching Surveys may be good base for
      further research in this service market. One further step to
      dig deeper may be the possible contribution of coaching
      services to the organizational capability for innovation and
      change. A further analysis on the level of mircofoundations
      may be a proper idea for a possible next step.
description: Über die letzten 20 Jahre hat sich
      Coaching zu einer der gefragtesten
      Personalentwicklungsdienstleistungen entwickelt. Aus dem
      Sport kommend, wurde Coaching zunächst als exklusive Maßnahme
      für Top-Führungskräfte konzipiert. In den 1980er Jahren
      wurden erste Angebote von Top-Executive-Coaching, orientiert
      an amerikanischen Vorbildern, in Deutschland angeboten. Bis
      heute hat Coaching darauf einen unglaublichen Boom erlebt. Da
      die Berufsbezeichnung ‚Coach‘ nicht geschützt ist, kann
      jedermann Dienstleistungen unter dem Label ‚Coaching‘
      anbieten. Der deutsche Coaching-Markt weist bis heute keine
      strukturellen Marktzutrittsbarrieren auf. Als eine Folge des
      nachfragegetriebenen Booms ist Coaching keine Maßnahme
      geblieben, die lediglich Top-Führungskräften vorbehalten ist.
      Coaching-Angebote wurden durch die steigende Zahl der
      Anbieter einem immer breiteren Publikum zugänglich gemacht.
      Als Personalentwicklungsmaßnahme wird Coaching heute in allen
      Branchen, Unternehmensgrößen und auf allen hierarchischen
      Ebenen angeboten und eingesetzt. Auch außerhalb des
      beruflichen Kontexts haben sich Coaching-Angebote verbreitet.
      Motiviert durch den Boom der Coaching-Branche in den letzten
      Jahren sind viele Dienstleister dazu übergegangen ihre
      Dienstleistungsangebote durch das Anhängsel ‚Coaching‘ zu
      adeln. Diese Entwicklung hatte zur Folge, dass die Definition
      von Coaching immer mehr verwässerte. Vielen Kunden ist bei
      der Vielzahl der Coaching-Angebote nicht ganz klar, was man
      eigentlich unter Coaching verstehen kann. Trotz der
      vorherrschenden Unsicherheit und definitorischen Unschärfe
      werden Coaching-Dienstleistungen auf unterschiedlichen
      Qualitätsniveaus zu sehr unterschiedlichen Preisen angeboten
      und nachgefragt. Diese Preise reichen von null Euro im
      ehrenamtlichen Bereich bis hin zu Stundensätzen von 500 Euro.
      Die Entwicklung dieser Dienstleistung sowie die bestehende
      und vorherrschende Intransparenz auf dem deutschen
      Coaching-Markt bildeten den Anlass, sich einmal aus einer
      ökonomischen Perspektive heraus mit dem Thema Coaching zu
      beschäftigen. Unter Zuhilfenahme eines Mixed-Method-Approach
      sind in den letzten drei Jahren verschiedene Publikationen
      entstanden, von denen fünf diese kumulative Dissertation
      bilden. Diese Publikationen sind Teil einer
      explorativ-empirischen Untersuchung, welche sich mit dem
      deutschen Coaching-Markt unter verschiedenen
      wirtschaftswissenschaftlichen Aspekten beschäftigt. Der
      deutsche Coaching-Markt als Forschungsfeld wurde für die
      vorliegende Arbeit dazu auf Angebote und Nachfragen aus dem
      beruflichen Kontext beschränkt. Grundsätzlich wurde in dieser
      Arbeit dazu zwischen Life- und Business-Coaching-Angeboten
      unterschieden. Beim Life-Coaching werden primär private
      Anliegen und Anlässe bearbeitet. Beim Business-Coaching geht
      es um primär berufsbezogene Anliegen und Anlässe. Wenn im
      Weiteren also von Coaching die Rede ist, ist im Rahmen dieser
      Arbeit Business-Coaching gemeint.