The Efficacy of Executive Coaching: An Empirical Investigation of Two Approaches Using Random Assignment and a Switching-Replications Design

Using random assignment and a switching-replications design in a corporate setting, this study compared the effectiveness of two approaches to executive coaching: goal-focused and process-oriented. Goal-focused coaching is based on goal-setting theory, which concentrates on identifying a task to be accomplished, whereas process-oriented coaching emphasizes interpersonal processes more than specific content or goals. Sixty-four senior executives and their supervisors (dyads) from a multibillion-dollar company were randomly assigned to 1 of 4 conditions: (a) goal-focused coaching, (b) process-oriented coaching, (c) goal-focused control group, and (d) process-oriented control group. Participants and their supervisors each chose 1 of 8 leadership competencies from the organization’s performance-management system as the coaching objective. The coaching consisted of 4 face-to-face, 1-hr coaching sessions over a 4- to 6-week period. The 16 executive coaches in the study received precoaching training to ensure consistent delivery of the two approaches. The results showed an increase in leadership competencies and behaviors for the coaching groups but not for the control groups, as rated by the coachees only. Contrary to prediction, however, there was no significant difference between the approaches of goal-focused and process-oriented coaching on leadership competencies or behaviors. Furthermore, there were no differences between the two approaches in the postcoaching follow-up. Implications of the results for executive-coaching theory, research, and practice are discussed.