The Britannia Stadium chief believes the era of football managers staying with one club for a number of years has gone, saying the game is changing to a shorter-term climate
In May, the 75-year-old parted company with former manager Tony Pulis, who spent seven years at the Britannia Stadium, before hiring new manager Mark Hughes.
Arsene Wenger is currently the longest-serving manager in the Premier League with 16 years with Arsenal, followed by Alan Pardew, who has only spent two-and-a-half seasons at Newcastle.
Coates has indicated he wants to give Hughes ample time in charge at the club, but believes football is now geared towards short-term success.
The Stoke chairman told reporters: "We've had seven years with Tony which is quite a long time in modern football.
“The game is changing and there is a tendency for managers to be at clubs for shorter periods.
"There will be no more Alex Ferguson and even David Moyes with his long period at Everton.
“I believe that you have to give managers a chance. It's a tough job but they get well paid. That goes with the job."