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The role of Instructional coaches in technology for K12 schools has the potential to significantly impact teachers’ efficacy and use of technology in the classroom. This qualitative study was designed to explore how contextual factors influence instructional coaches ability to shape teachers’ development of technological, pedagogical and content knowledge and practice. This multiple case study examines the intentions, strategies and tensions of Instructional Coaches who support and provide professional development for inservice K-12 teachers. Cross-case analysis suggest context can shape the coaches ability to purposefully shape teachers’ TPACK. Although the majority of coaches spend time helping teachers integrate technology in their classroom, district mandates, expectations, and teachers’ efficacy were one of many barriers to technology use.