214 Principles of Management

INTRODUCTION
Direction is a managerial function performed by the top level officers of management
Whenever any decision is taken, it should be properly implemented. If not so, there is no
use of taking such a decision. Direction is necessary in order to achieve proper
implementation of direction. Every manager gives direction to his subordinates and vice
versa every subordinate gets direction from his respective manager.
DEFINITION
According to Haimann, "Directing consists of the process and techniques utilised in
issuing instructions and making certain that operations are carried on as originally planned"
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
objective."
Urwick and Breach, "Directing is the guidance, the inspiration, the leadership of those
men and women that constitute the real core of the responsibilities of management."
J.L. Massie, Directing concerns the total manner in which a manager influences the
actions of his subordinates. It is the final action of a manager in getting others to act after
all preparations have been completed."
Earnent Dole, "Direction is telling people what to do and seeing that they do it to the
best of their ability. It includes making assignments, corresponding procedures, seeing that
mistakes are corrected, provided on-the-job instruction and of course, issuing orders."
PRINCIPLES OF DIRECTION
Generally, the manager should understand the needs, motives and attitudes of his
subordinates. He should change his strategies according to the people and situations.
However, the following principles of direction may be useful to the manager:
1. Harmony of objectives: Individuals have their own objectives. Organisation has
its own objectives. The management should co-ordinate the individual objectives with
organisational objectives. Direction should be in such a way that the individuals can integrate
their objectives with organisational objectives.
br
2. Maximum individual contribution: Every member's contribution is necessary for
the organisation's development. Hence, the management should adopt a technique o
direction which enables maximum contribution by members.
3. Unit of direction orcommand: An employee should receive orders a nd
instructions only one superior. If not so, there may be indiscipline and confusion among
from
subordinates and disorder will ensue.
4. Efficiency: Subordinates are requested to participate in the decision-making
tion
process. Then, they would have a sense of commitment. This will ensure implementatou
of decisions It will increase the efficiency of subordinates.
sub-
5. Direet supervision: Managers should have direct relationship with their re
ordinates. Face to face communication and personal touch with sub-ordinates
successful direction. WIl
ctions
6. Feedback information: Direction does not end with
to the subordinates. Sometimes,
issuing orders and instr or
suggestions given by
the sub-ordinates are neces
 Directing 215
the development of the management. So, the development of the feedback system furnishes
reliable ideas to the management.
7. Effective communication: The
superior must ensure that plans, policies and
responsibilities are fully understood by the sub-ordinates in the right direction.
8. Appropriateness of direction technique: There are three direction
techniques
available to the management. They are authoritarian, consultative and free-rein. But the
direction techniques should be selected according to the situation.
9. Efficient control:The
management should monitor the behaviour and per-formance
of subordinates to exercise efficient control over the sub-ordinates. Effective control ensures
effective direction.
10. Comprehension: The extent of
understanding by subordinates is more important
than what and how orders are communicated to them. This is
very useful in the proper
direction of subordinates.
11. Follow through: Direction is a continuous process. Mere issuing orders or
instructions is nott an end itself. Direction is necessary, so, the management should watch
whether the subordinates follow the orders and whether
they face difficulties in carrying
out the orders or instructions.

ISSUING ORDERS OR INSTRUCTIONS

An order is used by the management as a tool for direction. An order can be issued
only by a supervisor. The supervisor has the right to enforce his order over his subordinates.
In the words of Kootnz and O'Donnel, "As a directional technique, an instruction is
understood to be a charge by a superior requiring a subordinate to act or refrain from acting
in a given circumstance".

CHARACTERISTICS OF A GOOD ORDER

1. An order should be reasonable and enforceable over sub- ordinates.
2. A clearly defined order should be easily understandable.
3. An order should be such a one as to facilitate the achievement of the objectives of
an organisation.
4. An order should be complete in all respects.
5. An order should exhort willingness and acceptance from the subordinates.

6. A written order is preferable to an oral order.

7. Appropriate tone is used by the superior while issuing an order.
8. An order should specify the time within whieh a job should be completed,

9. An order should be intelligible.

TECHNIQUES OF DIRECTION
There are three techniques of direction followed by the management. They are brion

explained below:
1. Consultative direction: The supervisor or superior has consultation with hia
Ordinates before issuing a direction. The consultation is made to find out tho sub-
It does not mean that the superior is
Orceability and nature of problem. has the right to take Capable or
ng independently. Ultimately, the superior is any decision
for successful and vive
e
directions. The co-operation of subordinates necessary implementation
216 Principles of Management
of any direction. Better motivation is available to the subordinates under this direction
technique. The supervisor could instill high morale into the subordinates.
2. Free-rein direction: The subordinate is encouraged to solve the problem
independently under this direction technique. The superior assigns the task generally. The
subordinates should take initiative to solve the problem. Only highly educated, efficient and
Sincere sub-ordinates are required to apply these direction techniques.

3.Autocratic direction: This direction is just opposite to free-rein direction technique.

Here, the supervisor commands his subordinates and has close supervision. The supervisor
gives clear and precise orders to his sub-ordinates and act accordingly. There is no way let
to the sub-ordinates to show their initiatives.

IMPORTANCE OF DIRECTION
Direction is also one of the important functions of management. Direction is necessary
to implement the administrative policies and decisions effectively. The subordinates are
properly motivated through direction. Direction provides a leadership in a business.
Direction is also concerned with getting
co-operation among subordinates. Direction is the
essence of management and also regarded as a continuous function of management.
1. Direction initiates action.
2. Direction co-ordinates the group efforts.
3. Direction ensures maximum individual contribution.
4. Direction reduces the reluctance to
put up with changes in the organisation.
5. Direction provides stability and balance in
the organisation.
6. Direction helps to achieve the
objectives of an organisation.
CHARACTERISTICS OF DIRECTION
The characteristics of direction are discussed below:
1. Direction is also one of the managerial functions and
executives in organisation.
an
so
performed by all levels ot

2. Management initiates action through direction.

3 Direction is continuous throughout the life of the
organisation.
4 Initially, direction is started at the top level
subordinates are directed only by superiors. management. In other words,
5. Subordinates do the things as per the original
plan.
6. Direction creates link between preparatory functions and
the control functionn
management. The term preparatory functions includes
staffing. planning, organisl

MODEL QUESTIONS
. What do you mean by Direction?
2 Discuss the principles of Direction
3. Explain the characteristics of Direction.
4. What are the principles of effective
Directing?