Directing

Meaning:
Directing is the process of guiding people in their work and
ensuring that they do it in the best possible manner. It
generally involves the following activities:
1. Assigning duties
2. Explaining the methodology of work
3. Issuing orders and instructions
4. Monitoring performance
5. Correcting deviations

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Fig 1: Directing

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Definitions of Directing
1. Direction is a function that includes all those
activities, which are designed to encourage a
subordinate to work effectively and efficiently _
Konntz and O’Donnell.
2. Directing deals with the steps a manager takes
to get subordinates and others to carry out
plans _ Newman and Warren.

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Characteristics / Features of Directing:-
It concerns the human factor in organization – Directing has relevance only for
the human factor in the organization. Employees alone can be directed and not
materials and machines.

Inseparable from other function – Directing is associated with planning,

organizing, staffing, co- coordinating and controlling. A person who prepares
plans, for example, gets directions from his superior.

Performed at all levels – Superiors at all levels give directions to their

subordinates. The marketing manager, for example, issues directions to the
marketing officers and each of the marketing officers issues directions to the
salesmen placed under him.

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 Characteristics of directing are:-
Determines performance – The extent of performance depends on the
extent of direction. Directing translates plans into results.
Result oriented – Directing ensures that subordinates work as per the plan
in order to achieve the desired results. It is, therefore, result oriented.
It follows hierarchy i.e. subordinate at every level is directed by his
immediate superior e.g. , the production manager directs the foreman and
the foreman directs the worker. Directing, thus, follows the hierarchy.
It is a continuous process – As long as there is planning, organization,
staffing, coordinating and controlling there will be direction. A manager has
to supervise, communicate his orders, motivate and guide his subordinates
continuously.

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Role of Direction:
• Direction is the heart of administration as it is indispensable for work
performance. Direction is needed to tell them what to do, how to do,
and when to do.
• Advantages:
1. Initiates action. Direction constitutes the life spark and like electric current it sets into motion
the organization.
2. Ensures co-ordination. Each individual in the organization is related with others. His
functioning affects others and is, in turn, affected by others. Direction helps in co-ordination
among various operations of the enterprise.
3. Improves efficiency. In an organization every individual has some potential and capacity.
Through direction, managers encourage and influence employees to contribute to the best of
their capability for the achievement of organizational objectives.
4. Facilitates change. An organization must adapt itself to environmental changes in order to be
effective in order to incorporate and implement these changes, management has to motivate
and guide the employee.
5. Assists Stability and growth Effective – Direction provides stability in the organization and
help to ensure that it parts work in a harmonious way.

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Elements of Directing:
Issuing orders and instructions – Every instruction given by

the manager in the process of directing subordinates should

be reasonable, complete and clear. It must be in writing, so that

the possibility of misunderstanding can be avoided.

Guiding, counseling and teaching the subordinates: The

manager should guide, counsel and teach the subordinates

with regard to the proper way of doing the job in order to

enable them to carry out their job effectively and efficiently.

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Role of Directing
• Direction is the heart of administration as it is indispensable for work performance.
it is needed to tell them what to do, how to do it, and when to do it.
• Advantages of Direction:-
1. Initiates action - direction constitutes the life spark and like electric current it
sets into motion the organization.
2. Ensures co-ordination - each individual in the organization is related with
others. His or her functioning affects others and is, in turn, affected by others.
Direction helps in co-ordination among various operations of the enterprise.
3. Improves efficiency - in an organization every individual has some potential
and capacity and when all them are utilized effectively, efficient is improved.
4. Through direction, managers encourage and influence employees to
contribute to the best of their capability for the achievement of
organizational objectives.
5. Facilitates change - an organization must adapt itself to environmental
challenges in order to be effective and confront these challenges and
implement changes to motivate and guide the employee.
6. Assists stability and growth effective direction provides stability in the
organization and help to ensure that it parts work in a harmonious way.

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 Elements of Directing
1. Issuing orders and instructions - every instruction given by the team leader /
manager in the process of directing subordinates should be reasonable,
complete and clear. It must be in writing, so that the possibility of
misunderstanding can be avoided.
2. Guiding, counseling and teaching the subordinates - the team leader /
manager should guide, counsel and teach the subordinates with regard to the
proper way of doing the job in order to enable them to carry out their job
effectively and efficiently.
3. Supervising the work of subordinates - every work of subordinates should be
supervised by the manager to ensure that their performance confirms to the
plan.
4. Motivating the subordinates - motivating the subordinates to meet the
expectations of the superiors is another element of directing.
5. Maintaining discipline - another element of directing is maintaining discipline
and rewarding efficient performance from subordinates.
6. Consultative direction - before the issue of any order, the people responsible
for executing orders will be consulted with regard to its feasibility, workability
and the best way of accomplishing the results.

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 Principles of Directing:-
1. Reconciliation of personal and organization goals - in the work place often there is a conflict between the goal of
an employee and that of the organization. The manager, has the responsibility to direct the employees’ efforts for
the well being of the organization.
2. Individual contribution to objective - this principle says that each individual should contribute to his fullest
capacity to the objectives of the organization.
3. Unity of Command – According to this principle, a subordinate should get orders and instructions from one
superior only and is accountable to him alone.
4. Direct Supervision - this principle says that all commands, orders, directions or guidance to the subordinates
should be made directly. There should be no intermediaries between the superior and the subordinate.
5. Efficiency - according to this principle, directing must contribute to greater efficiency in the organization i.e avoids
wastage.
6. Suitable Techniques - the techniques used must be suitable not only for the manager but for the subordinate as
well.
7. Use of informal organization - the management must make proper use of informal organization. Personal
relationships between the managers and their subordinates can make direction more effective.
8. Effective communication - the success of direction depends much on the effectiveness of the communication
system. The manager has to convey his orders and instructions to his subordinates. The subordinates must report
to their manager at regular intervals on the tasks completed by them.
9. Comprehension - as per this principle the message communicated should be clear, informative and should possess
substance. The receiver should be able to understand the meaning clearly.
10. Information - according to this principle, any information that is useful must be exchanged throughout the
organization. Withholding of information makes communication and work inefficient and ineffective.
11. Effective Leadership - the success of direction depends to a greater extent on the leadership qualities of the
manager. The manager must set good standards and examples for the subordinates.

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December 30, 2019 Kihara 11
 Thank You
Kihara

December 30, 2019 Kihara 12