The difference between ‘career theory’ and ‘guidance theory’
There are many theories that influence career guidance.  In simple terms these can be viewed as falling into two categories.  The first, Career Theory, is concerned with how people make occupational choices.  The second, Guidance Theory, concerns how to assist that decision making through a structured approach.  In practice these theories are inter-related.  The particular view of how career choices are made and implemented is consistently reflected in the theories of how best to assist individuals in respect of their careers.  The notion of ‘career’ is itself considered in different ways.  Early theories appear to view career primarily as employment (Parsons, 1909).  More recent approaches typically take a more holistic view, based on the subjective experiences and values of the individual, and recognising that no client comes from a contextual vacuum (Ali &Graham, 1996:106).  This shift is reflected, for example, in new terminology such as emplotment.  This conveys the centrality of individual experience within a personal narrative of career over a lifespan (Cochran, 1997).  In each instance the theories are often a product of their time, and as such open to critique.  As expressed by Gothard et al

‘There are many theories relevant to careers guidance; they have developed over time in response to changing contexts and can be seen as having varying relevance to today’s clients.  What is certain is that no single theory is adequate to explain fully the complex processes of occupational choice and career development that take place in our rapidly changing world.  The search continues.’ (Gothard et al 2001:37)