DIRECTING
PRESENTED BY RAKESH V
MEANING & DEFINITION
Out of all 5 functions in a management, Directing plays a major role.
DIRECTING is said to be a process in which the managers instruct, guide and
oversee the performance of the workers to achieve predetermined goals.
In simple words, it can be described as providing guidance to workers in doing
work.
Planning, Organizing and Staffing have got no importance if direction function
does not take place.
Directing consists of process or technique by which instruction can be issued
and operations can be carried out as originally planned.
Therefore, Directing is the function of guiding, inspiring, overseeing and
instructing people towards accomplishment of organizational goals.
CHARACTERISTICS OF
DIRECTING
Pervasive Function - Directing is required at all levels of organization. Every manager provides
guidance and inspiration to his subordinates.
Continuous Activity - Direction is a continuous activity as it continuous throughout the life of
organization.
Human Factor - Directing function is related to subordinates and therefore it is related to human
factor. Since human factor is complex and behavior is unpredictable, direction function becomes
important.
Creative Activity - Direction function helps in converting plans into performance. Without this
function, people become inactive and physical resources are meaningless.
Executive Function - Direction function is carried out by all managers and executives at all levels
throughout the working of an enterprise, a subordinate receives instructions from his superior only.
Delegate Function - Direction is supposed to be a function dealing with human beings. Human
behavior is unpredictable by nature and conditioning the people’s behavior towards the goals of
the enterprise is what the executive does in this function. Therefore, it is termed as having
delicacy in it to tackle human behavior.
ELEMENTS OF DIRECTING
SUPERVISION
Supervision: It refers to monitor the progress of
routine work of one’s subordinates and guiding
them properly. Supervision is an important
element of the directing function of management.
Supervision has an important feature that face-to-
face contact between the supervisor and his
subordinate is a must.
According to Terry and Franklin, “Supervision
denotes guiding and directing efforts of employees
and other resources to accomplish stated work
outputs.”
LEADERSHIP
Leadership: It refers to influence others in a
manner to do what the leader wants them to do.
Leadership plays an important role in directing.
Only through this quality, a manager can inculcate
trust and zeal among his subordinates.
According to Koontz and O'Donnell, "Leadership is
an ability of the manager to induce subordinates to
work with confidence and zeal”
MOTIVATION
Motivation: It refers to that process which
excites people to work for attainment of the
desired objective. Among the various factors of
production, it is only the human factor which is
dynamic and provides mobility to other physical
resources.
According to Koontz and O’Donnell, ‘’Motivation
is a general term applied to various classes of
drives, desires, needs, wishes and similar forces
that induce an individual or a group to work’’
COMMUNICATION
Communication: It refers to an art of
transferring facts, ideas, feeling, etc. from one
person to another and making him understand
them. A manager has to continuously tell his
subordinates about what to do, how to do, and
when to do various things. Communication by
developing mutual understanding inculcates a
sense of cooperation which builds an
environment of coordination in the organization.
According to Newman and Summer,
‘’Communication is an exchange of facts, ideas,
opinions or emotions by two or more persons’’
IMPORTANCE OF DIRECTING
Direction function is said to be the heart of management process and therefore, is the
central point around which accomplishment of goals take place.
It Initiates Actions - Direction is the function which is the starting point of the work
performance of subordinates. It is from this function the action takes place, subordinates
understand their jobs and do according to the instructions laid. Whatever are plans laid,
can be implemented only once the actual work starts. It is there that direction becomes
beneficial.
It Initiates Efforts - Through direction, the superiors are able to guide, inspire and
instruct the subordinates to work. For this, efforts of every individual towards
accomplishment of goals are required. It is through direction the efforts of every
department can be related and integrated with others. This can be done through
persuasive leadership and effective communication. Integration of efforts bring
effectiveness and stability in a concern.
Means of Motivation - Direction function helps in achievement of goals. A manager makes use of the element
of motivation here to improve the performances of subordinates. This can be done by providing incentives or
compensation, whether monetary or non - monetary, which serves as a “Morale booster” to the subordinates
Motivation is also helpful for the subordinates to give the best of their abilities which ultimately helps in growth.
It Provides Stability - Stability and balance in concern becomes very important for long term sun survival in
the market. This can be brought upon by the managers with the help of four tools or elements of direction
function - judicious blend of persuasive leadership, effective communication, strict supervision and efficient
motivation. Stability is very important since that is an index of growth of an enterprise. Therefore a manager
can use of all the four traits in him so that performance standards can be maintained.
Coping up with the changes - It is a human behaviour that human beings show resistance to change.
Adaptability with changing environment helps in sustaining planned growth and becoming a market leader. It is
directing function which is of use to meet with changes in environment, both internal as external. Effective
communication helps in coping up with the changes. It is the role of manager here to communicate the nature
and contents of changes very clearly to the subordinates. This helps in clarifications, easy adaptions and
smooth running of an enterprise.
Efficient Utilization of Resources - Direction finance helps in clarifying the role of every subordinate towards
his work. The resources can be utilized properly only when less of wastages, duplication of efforts, overlapping
of performances, etc. doesn’t take place. Through direction, the role of subordinates become clear as manager
makes use of his supervisory, the guidance, the instructions and motivation skill to inspire the subordinates.
This helps in maximum possible utilization of resources of men, machine, materials and money which helps in
reducing costs and increasing profits.
CONCLUSION
From the above discussion, one can justify that direction, surely, is the heart of
management process.
Heart plays an important role in a human body as it serves the function pumping blood to
all parts of body which makes the parts function. In the similar manner, direction helps the
subordinates to perform in best of their abilities and that too in a healthy environment.
The manager makes use of the four elements of direction here so that work can be
accomplished in a proper and right manner.
According to Earnest Dale, “Directing is what has to be done and in what manner through
dictating the procedures and policies for accomplishing performance standards”.
Therefore, it is rightly said that direction is essence of management process.