DIRECTING is said to be a process in which the managers instruct, guide and oversee

the performance of the workers to achieve predetermined goals. Directing is said to be

the heart of management process. Planning, organizing, staffing have got no importance if
direction function does not take place.

Directing initiates action and it is from here actual work starts. Direction is said to be
consisting of human factors. In simple words, it can be described as providing guidance
to workers is doing work. In field of management, direction is said to be all those activities
which are designed to encourage the subordinates to work effectively and efficiently.
According to Human, “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.

Direction has got following characteristics:

1. Pervasive Function - Directing is required at all levels of organization. Every

manager provides guidance and inspiration to his subordinates.
2. Continuous Activity - Direction is a continuous activity as it continuous
throughout the life of organization.
3. Human Factor - Directing function is related to subordinates and therefore it is
related to human factor. Since human factor is complex and behaviour is
unpredictable, direction function becomes important.
4. Creative Activity - Direction function helps in converting plans into performance.
Without this function, people become inactive and physical resources are
meaningless.
5. 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.
6. Delegate Function - Direction is supposed to be a function dealing with human
beings. Human behaviour is unpredictable by nature and conditioning the
people’s behaviour 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
behaviour.

What is Directing

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DIRECTING is said to be a process in which the managers instruct, guide and

oversee the performance of the workers to achieve predetermined goals. Directing

is said to be the heart of management process. planning, organizing, staffing have

got no importance if direction function does not take place.

Directing initiates action and it is from here actual work starts. Direction is said to

be consisting of human factors. In simple words, it can be described as providing

guidance to workers is doing work. In field of management, direction is said to be

all those activities which are designed to encourage the subordinates to work

effectively and efficiently. According to Human, “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.

"Activating deals with the steps a manager takes to get sub-ordinates and others to

carry out plans".

- Newman and Warren.

After plans have been ready and the organization has been established and staffed,

the next step is to progress towards its distinct objectives. This role of manager

can be called by various names like "actuating", "leading", "directing",

"motivating" and so on. But whatsoever the name used to recognize it, in carrying

out this function the manager clarify to his people what they have to do and

facilitate them do it to do the best of their capability. Directing thus engages three

sub-functions; they are communication, leadership and motivation.

Communication is the process of passing information and understanding from one

person to another person. Leadership is the process in which a manager guides

and influences the effort of his subordinates. Motivation means arousing desire or

wish in the minds of workers to give their greatest to the enterprise. It is the act of

inspiring or rousing workers. If the workers of an organization are appropriately

motivated they will pull their weight efficiently, give their loyalty to the

enterprise, and perform their duty effectively. Motivation is classified under two
broad categories; financial and non-financial. Financial motivation takes the form

of bonus, profit-sharing, distribution of company share etc. whereas non-financial

motivation takes the form of opportunity of advancement, job security,

recognition, praise, etc.

Directing in Management

Directing means giving instructions, guiding, counselling, motivating and leading

the staff in an organization in doing work to achieve Organizational goals.

Directing is a key managerial function to be performed by the manager along with

planning, organizing, staffing and controlling. From top executive to supervisor

performs the function of directing and it takes place accordingly wherever

superior – subordinate relations exist. Directing is a continuous process initiated at

top level and flows to the bottom through organizational hierarchy

Importance of Directing

Directing function is the basis of management process and the accomplishment of

goals depends on this. This function is also known as actuating function of

management as an enterprise’s running really begins on the direction. Several

benefits are provided to an organization because direction is the central point of an

organization and they are as follows: Directing initiates

actions: Directions is the beginning of the subordinate’s execution of their work.

Actions begin right from this function onward as the employees learn their jobs

and carry out the proper instructions that are given to them. Plans which are made

can be carried out only after the actual job begins and it is only then that the

direction turns out to be helpful.

Directing integrates efforts: The superiors are capable of directing, inspiring and

instructing the employees to work only by directing. To do this, every person

needs to work hard in order to accomplish the goals of an organization. Every

department’s efforts can be easily connected and included along with the other

departments through proper direction. This can also be achieved through

influential leadership and efficient communication. A concern achieves certain

stability only through effectively incorporating all the efforts made by all.

Directing is a means of motivation: The function of direction aids in achieving all

the goals effectively. A manager uses this motivation factor effectively in order to

enhance the employee’s performance in the organization. This can be easily

achieved by giving proper salaries or rewards and this in turn enables to help as a

sort of ‘’Morale Booster’’ for the employees in an organization. The employees

can do their best through effective motivation and this in turn aids in the eventual

expansion of an organization.

Directing provides stability: An organization’s balance and constancy is very vital

for surviving in the market in the long run. The managers can achieve this

effectively by using four tools or essentials of direction, cautiously blending

influential leadership skills, able communication, a firm command and also a

well-organized motivation. Stability is very vital as it is an indication of the

enterprise’s expansion. Hence, a manager can utilize all the four traits within

himself in order to uphold the standards of performance of an organization.

Directing will enable to cope with the changes: It is normal for humans to resist

any new changes that are brought in an organization. However, in order to

become a leader in the market, it is important to able to adapt oneself to the ever-
changing environment which in turn aids in supporting planned growth of an

organization. The function of direction is necessary for meeting the new

challenges in a fast-changing environment, both internally and externally. The

changes in an environment can be managed easily through effective

communication. The manager’s role is to effectively communicate all the contents

and nature of new modifications explicitly to the employees. This aids in

clarifying, easily adapting and an enterprise’s smooth functioning. For instance, if

an enterprise changes from handlooms to doing power looms, it is necessary to

bring about a vital change in the methods of production. This results in a decrease

of human labor and an increase in using more machines for this purpose. Hence,

in this case, the manager can explain to his employees that it is important to bring

about this change in order to benefit them. Production increases as a result of

utilization of more machines and this in turn results in more profits for the

enterprise. Hence, the subordinates are benefited indirectly through this change in

the form of high salaries being given to them.

Directing helps in efficient utilization of resources: The proper direction of money

aids in defining the roles and responsibilities of all the employees towards their

own work. Utilization of resources can be effectively done only when there is no

duplication of any efforts, no wastage, overlapping of achievements and so on.

The roles of employees become defined only through proper direction as the

manager uses his control, guiding and instructional abilities and skills of

motivating and inspiring all his subordinates in the organization. This aids in the

greatest employment of resources pertaining to humans, materials, machines and

finance and this further aids in cost reduction and an increase in profits of an

organization.

Elements of Direction

The elements of direction that are briefed here under are Supervision, Motivation,

Leadership and Communication.

Supervision :

"Guiding and directing efforts of employees and other resources to accomplish

stated work outputs"

- Terry and Franklin. Supervision is an element of

direction.

"Day-to-day relationship between an executive and his immediate

assistant and covers training, direction, motivation, coordination, maintenance of

discipline etc"

- Newman and Warren.

Supervision denotes the functions performed by the supervisors.

Motivation :

"Motivation is the complex force starting and keeping a person at work in an

organization. Motivation is something that moves the person to action, and

continues him in the course of action already initiates."

- Dubin.

Motivation is the core of management. Technically, the term motivation can be

traced to the Latin word movere, which means 'to move'. Motivating is a term

which implies that one person induces another, to engage in action by ensuring

that a channel to satisfy the motive becomes available to the individual. Motive is
energizer of action, motivating is the channelization and activation of motives,

motivation is the work behavior itself. Motivation depends on motives and

motivating. It is a complex process.

Leadership :

"Leadership is essentially a continuous process of influencing behavior A leader

breathes life into the group and motivates it towards goals. The lukewarm desires

for achievement are transformed into burning passion for accomplishment".

- George R. Terry.

Leadership is the process of influencing the behavior of others to work willingly

and enthusiastically for achieving predetermined goals. It is an essential

ingredient for successful organization.The successful organization has one major

attribute that sets sets it apart from unsuccessful organization that is dynamic and

effective leadership.

Communication :

"Communication is the transfer of information from one person to another person.

It is a way of reaching others by transmitting ideas, facts, thoughts, feeling sand

values."

- Newstrom and Davis.

Communication is regarded as basic to the functioning of the organization, in its

absence, the organization would cease to exist. It is the process through which two

or more persons come to exchange ideas and understanding among themselves.

Directing Characteristics

Direction has got following characteristics:

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 behaviour 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 behaviour is unpredictable by nature and conditioning the people’s

behaviour 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

behaviour.