The basic purpose of this research was to determine that, in addition to its demonstrated benefits, the coaching concept is being accepted by a significant number of organizations in Serbia. The possibility of applying the coaching concept, in the given framework, has been investigated by surveying a sample of 133 respondents.The obtained results about management in Serbian organizations are unexpected, they surpass the subject matter and scope of this research and suggest that significant changes are hapenning in that field that need to be further explored. Research limitations are limited sample and insufficient knowledge of the concept of coaching in Serbia. This article is to explore the possibility of applying the concept of coaching in Serbia. Left to the strict market laws, organizations in Serbia go through inevitable transformation phases in attempting to increase their overall efficiency and performances. Most business enterprises and state institutions are (at least declaratively) willing to embrace changes, but unwilling to accept “Western” models, approaches and methods due to the specific cultural and social conditions and inherited past. This is the first study on this topic in Serbia, which identifies important factors for successful implementation of the concept of coaching and limitations in it.
Cite this paper
Pržulj, Ž. , Kostadinović, S. and Videnović, S. (2014) Possibility of Applying the Concept of Coaching in Serbia. Open Journal of Business and Management
, 33-42. doi: 10.4236/ojbm.2014.21006
 K. Kimsey-House, et al., “Co-Active Coaching: Chang- ing Business, Transforming Lives,” Nicholas Brealey Publishing, London, 2007.
 L. West and F. Staub, “Content Focused Coaching Trans- forming Mathematics Lessons,” Heinemann, Portsmouth, 2003.
 C. Pemberton, “Coaching to Solutions,” Reutlege, New York, 2006.
 W. T. Gallwey, “The Inner Game of Tennis,” Random House, New York, 1974.
 M. Brounstein, “Coaching and Mentoring for Dummies, ” Davies Black Publishing, Palo Alto, 2005, p. 14.
 F. H. Kanfer and A. P. Goldstein, “Helping People Change; a Textbook of Methods,” Pergamon Press, New York, 1975.
 A. M. Grant, “Solution-focused Coaching: Managing People in a Complex World ,” Momentum, London, 2003, p. 87.
 The Global Coaching Survey, 2008/09.
 Sherpa Executive Coaching Survey, Seventh Annual.
 L. West and M. Milan, “The Reflecting Glass,” Palgrave, Basingstoke, 2001, pp. 3,29.
 V. G. Brock, “The Secret History of Coaching,” EMCC, Dublin, 2010.
 G. Hofstede, “Culture’s Consequences,” Sage Publications, 1984.
 R. House, et al., “The GLOBE Study of 62 Societies,” Sage Publications, 2004.