DIRECTING
Module 4- Unit -7
Module Unit Content
Directing: Concept – Models – Elements of
7
Directing
4 Controlling: Concept – Need – Steps in Control
8 Process – Techniques – Traditional and
Modern
V.R Renju chandran
Asst. Professor
Directing
Directing is a very essence of management. It is the important element of management without
which nothing in the managerial process can be successful. Directing helps to create an appropriate
work environment that facilitates efficient discharge of duties to the employees. Directing and
leading comprise the managerial functions of guiding, overseeing and leading people. The primary
function of directing is to deal with human elements to build personal relationships. Directing is
concerned with directing human efforts towards organizational goal achievements. The success of
these directional efforts determines the satisfactory or unsatisfactory performance within the
organization. Thus, directing is the function the will test the managerial capability in running the
organization.
Definition:
According to Haimann: “Directing consists of the process and techniques utilized in issuing
instructions and making certain that operations are carried on as originally planned.”
According to Koontz and O’Donnel: “Direction is the interpersonal aspect of managing by which
subordinates are led to understand and contribute effectively to the attainment of enterprise
objectives”
According to Urwick and Brech: “Directing is the guidance, the inspection, the leadership of those
men and women that constitute the real course of responsibility of management.”
Direction focused on:
1. To ensures that sub-ordinates do their work.
2. The subordinates do it well not only according to plan but also as per the expectation of
management in order to achieve the goals.
3. To develop interpersonal relations n a group.
NATURE OF DIRECTION
Directing is the heart & soul of management. Without directing management may come to stand
still.
1) Important function of management: -
Any amount of planning, organizing & staffing can be done with proper direction. Responsibility
for attaining the objectives must be guided and directed for truthful result.
2) Performed by all levels of management: -
Direction function is performed by top level, middle level or low level. Every superior is expected
to provide guidance and direction to those who lose to him for such direction.
3) Continuous process: -
It is an unending process. It goes with work. As long as work is there direction is there.
4) Result oriented: -
a) To get the work done.
b) To see the management work more responsibly.
The manager’s job is not only to see that the work is completed according to him and proper
direction is provided but he has to ensure that the problems faced by men are solved without delay.
5) Provides link between different management functions: -
It provides effective link in planning, organizing, staffing in the organization with
proper control.
6) Involvement of human relationship: -
Directing creates co-operation & harmony among the members of the group
IMPORTANCE OF DIRECTION
Direction is described as the heart of the management process. It is the life spark of an organisation
which sets the organizational machine into motion. Thus direction is an important function of
management on account of following reasons.
1. Direction initiates action: Management through direction conveys and motivates
individuals in the organisation to function in the desired way to achieve organisational
objectives in the absence of direction.
2. Direction integrates an effort of employees in order to achieve organizational objectives
interrelated activities of all the employees need to by systematically integrated which is
done through direction.
3. Direction attempts to get maximum from individuals: Individuals in the organisation
have enough potentialities and capabilities, which can be used through proper motivation
leadership and communication which are the elements of direction.
4. Direction facilities changes in the organisation : Organisation is described as a
subsystem of a social system, hence any change in the social system, has to be
accommodated by the organisation by changing itself. In order to accept and implement
these changes management has to motivate the employees affected by these changes, which
is the essential part of direction.
5. Direction provides stability and balance in the organisation : Direction through
effective motivation communication and leadership provides stability in the organisation
and helps in maintaining balances between different departments in the organisation.
Hence the organisation can function efficiently and effectively over a long period of time.
PRINCIPLES OF DIRECTON
1. Principle of Harmony of objectives: -
The direction is effective only when the individual objectives are harmonized with group
activities. Directing is regarded as essential in personnel management directing helps all
the members to satisfy their personal goals as well as organizational goals.
2. Principle of efficiency: -
The executive should try to motivate sub-ordinates to increase performance & attain
objectives at minimum cost; otherwise direction will be ineffective.
3. Principle of unity of command: -
Command must be come from only one executive or one superior. Workers come to know
from one of the executives what to achieve & how to achieve. If there is no unity of
command, there will be a duplication of work.
4. Principle of direct supervision: -
Direct supervision and advice by the executive will boost the Morale of the workers. This
makes the atmosphere trustworthy in the organization.
5. Principle of communication: -
A good system of communication between executives & sub-ordinates ensures the success.
Effective communication serves as an instrument of direction, supervision & advice.
6. Principle of leadership:
Everyone wants a good executive who is interested in the work & who is interested in
solving problems faced by workers. Good leadership will lead to cooperation, co-
ordination & confidence in the working force.
ELEMENTS OF DIRECTION
1. Motivation: -
Employees come forward to work in any organization to satisfy their needs. Motivation
relates to continuous attempt made by executives to influence on the behavior without any
force.
2. Leadership: -
Leadership is essential aspect of directing. Inspiring leadership act as a spark plug for
lightening the efforts and a desire to work in sub-ordinates. The success depends upon good
quality leaders.
3. Communication: -
It creates mutual understanding between management & other members of the
organization. The manager should explain in simple and clear terms what to do, how to do
& whom to do to the workers. Modern management needs effective communication as well
as active participation by all the members.
4. Co-ordination: -
It is the essence of management. It is the duty of manager to co-ordinate all the activities
within the organization. Co-ordination will lead to unity of direction.
5. Supervision: -
The supervision means a job of sub-ordinate is supervised by the superior. It is essential
part in directing. It is to be done at all levels of management from top to bottom. He gives
instructions and guide to the people for attaining the objectives. The supervisory
management supervises the workers for solving their problems.
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