Perceptions of coaching in product development teams

Yoram Reich*, Georg Ullmann, Machiel Van Der Loos, Larry Leifer

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review


Contemporary global product development teams face increasingly ambiguous work environments. They are typically distributed, working in different organizations and in different time zones. They have different socio-cultural and professional-culture backgrounds. Individuals may speak different languages and the team may lack a common natural language. Within such scenarios, teams are still expected to produce quality products and bring them to the market in ever-shortened R&D cycles. Coaching product development teams in project-based courses and also in industry is gradually perceived as a response to team needs. In order to better understand how to maximally benefit from coaching, we developed a study based on a conceptual foundation of coaching [8]composed of five coaching roles carefully characterized to span the complete space of coaching activities. The context of this study was a project-based design course at Stanford University. The study supports the following conclusions: (1) different stakeholders in the design process have different views regarding coaching; (2) the stakeholders' differing views change as the design stages progress; and (3) project success seems to correlate with some coaching style mix.

Original languageEnglish
Title of host publicationProceedings of ICED 2007, the 16th International Conference on Engineering Design
StatePublished - 2007
Event16th International Conference on Engineering Design, ICED 2007 - Paris, France
Duration: 28 Jul 200731 Jul 2007

Publication series

NameProceedings of ICED 2007, the 16th International Conference on Engineering Design
VolumeDS 42


Conference16th International Conference on Engineering Design, ICED 2007


  • Coaching styles
  • Design education
  • Perception alignment
  • Product development
  • Situated coaching
  • Teamwork


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