Coaching - en modefluga eller här för att stanna?

Sammanfattning: Background/Introduction:  Coaching is a concept that has existed since the 16th century but recently seems to be in every context. There are life coaches, work coaches, sports coaches and coaching in companies. Suddenly coaching seems to be everywhere. Despite that, there is not many empirical studies about coaching. At the same time there is a discussion going on about wheater coaching could be seen as a short-lived fashion or not. Purpose: Develop an understanding of coaching by showing how coaching can end up in and how it can be expressed in organizations.  Research questions: How has coaching ended up in the cases in the study? How has coaching been expressed in the cases in the study? Method: We have made a qualitative study with an abductive approach. First we have collected empirical material through semi-structured interviews without a theoretical basis. Then we analyzed and interpreted the empiricals using institutional theory.  Conclusion: The study shows that coaching has spread through leadership educations, sport coach educations, university studies, own interest, lectures, books, and role models. The coaching then been expressed through communication, questions, goals and planning, support and feedback. The characteristics of coaching, the way it is spreads and the way it has come to the companies are in line with how fashion works according to the theory. The organisations also handle coaching in the exact same way as they are handling fashion. With these facts we claim that one could say that coaching is fashion today.