Anupama V

DIRECTING
AND
CONTROLLING

Anupama V
Assistant Professor
Dept of CSE, CEC
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Outline
 Meaning & Nature of Directing
 Leadership Styles
 Motivation Theories
 Meaning & Importance of Communication
 Meaning & Importance of Coordination
 Techniques of Coordination.
 Meaning & Steps in Controlling
 Essentials of a Sound Control System
 Methods of Establishing Control
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Directing
 Direction is a complex function that
includes all those activities which are
designed to encourage subordinates to
work effectively and efficiently in both the
short and long term
 Directing includes issuing orders,
instructing, guiding, helping, motivating,
designing good environment to work,
providing rewards etc..
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Nature or Characteristics of Direction

 It is a Dynamic Function: Directing is a

dynamic and continuing function. A manager has
to continuously direct, guide, motivate and lead
his subordinates. With change in plans and
organizational relationships, he will have to
change the methods and techniques to direction.
 It Initiates Action: Directing initiates organized
and planned action and ensures effective
performance by subordinates towards the
accomplishment of group activities. It is regarded
as the essence of management-in-action.
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Nature or Characteristics of Direction

 It is a Universal Function: Directing is a

universal function that is performed in all
organizations and at all the levels of
management. All managers have to guide,
motivate, lead, supervise and communicate with
their subordinates, although more time is spent
on directing at higher levels of management.
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Nature or Characteristics of Direction

 It Provides Necessary Link between Various

Managerial Functions: Directing links the various
managerial functions of planning, organizing, staffing and
controlling. Without directing the function of controlling
will never arise and the other preparatory functions of
management will become meaningless.
 It is Concerned with Human Relationships: The
direction function of management deals with relationship
between people working in an organization. It creates
co-operation and harmony among the members of the
group. It seeks to achieve orderly arrangement of group
effort to provide unity of action in the pursuit of common
objectives.
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Principles of Directing
 Harmony of objectives: coordinate the
individual objectives with the organizational
objectives.
 Unity of direction or command:
 Direct supervision: Managers should have direct
relationship with their subordinates.
 Effective communication:
 Follow through: Direction is a continuous
process.
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Elements of Directing
 Leading: 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.
 Communicating: 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.
 Motivating: 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.
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Leadership
 The ability to influence people towards
accomplishment of goals
 Importance of leadership
 Leaders Guide & Inspire Subordinate
 Leaders Build good work environment
 Leaders Build confidence in followers
 Leaders secure cooperation from the group
 Leaders act as change agents
 Leaders are representatives of the followers
 Leaders develop great vision
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Leadership Styles

 Autocratic/Authoritative Style
 Democratic/Participative Style
 Laissez Faire/ Free Rein Style
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Autocratic leadership

 An autocratic leader is one who dominates and

drives his subordinates through coercion,
command and the instilling of fear in his
followers.
 An autocratic leader alone determines policies,
plans and makes decisions.
 He demands strict obedience. Such leaders love
power and love to use it for promoting their own
ends.
 They never like to delegate their power for they
fear that they may loose their authority.
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Autocratic leadership
 Merits :
– it can increase efficiency
– save time
– get quick results under emergency conditions
– chain of command and division of work are clear.
 Demerits:
– people are treated machine-like cogs without human
dignity
– One way communication without feedback
– the leader receives little or no input from his sub-
ordinates for his decision-making which is dangerous in
the current dynamic environment.
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Democratic leadership

 Also known as participative leadership.

 In this style, the entire group is involved in goal
setting and achieving it.
 A democratic leader follows the majority opinion as
expressed by his group.
 Subordinates have considerable freedom of action.
 The leader shows greater concern for his people’s
interest, is friendly and helpful to them.
 He is always ready to defend their subordinates
individually and collectively.
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Democratic leadership

 Merits:
– leadership encourages people to develop and grow
– receives information and ideas from his
subordinates to make decisions
– boosts the morale of employees.
 Demerits
– Some leaders may use this style as a way of
avoiding responsibility
– Can take enormous amount of time for making
decisions.
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Free-Rein Leadership

 The leaders exercise absolutely no control.

 He only provides information, materials and facilities
to his subordinates.
 Leadership is employee centered
 The subordinates are free to establish their own
 goals and chart out the course of action
 Leadership can be disaster if the leader does not
know well the competence and integrity of his people
and their ability to handle this kind of freedom.
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Leadership Styles
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MOTIVATION
 Motivation is inspiring the subordinates to
contribute with zeal and enthusiasm
towards organizational goals.
 Performance of an employee
• Performance = Ability × willingness
 Motivation is enhancing the willingness to
work which improves the performance.
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Motivation Theories

 Maslow’s Need Hierarchy Theory

 Hertzberg’s Two Factors Theory
 McClelland’s Achievement Theory
 Victor Vroom’s Expectancy Theory
 Adam’s Equity Theory
 Skinner’s Behaviour Modification Theory
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Maslow’s Need Hierarchy Theory

 An unsatisfied need is the starting point in the
motivation process.
 A.H. Maslow in 1943
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Maslow’s Need Hierarchy Theory

 Physiological needs:
– The basic needs for sustaining human life itself,
such as food, water, shelter and sleep.
– Until these needs are satisfied to the reasonable
degree necessary to maintain life, other needs will
not motivate people.
 Security or safety needs:
– People want to be free of physical danger and of
the fear of losing job, property or shelter.
 Social needs:
– Since people are social being, they need to belong,
to be accepted by others.
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Maslow’s Need Hierarchy Theory

 Esteem needs:
– Once people begin to satisfy their need to
belonging, they tend to want to be held in esteem
both by themselves and by others.
– This kind of need produces such satisfaction as
power, prestige and status.
 Self-actualization needs:
– It is desire to become what one is capable of
becoming to maximize one’s potential and to
accomplish something.
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Hertzberg’s Two Factors Theory

 Fredrick Hertzberg and his associates have proposed a
two factors theory of motivation.
 In one group of needs are such things as company policy
and administration, supervision, working conditions,
interpersonal relations, salary, job security and personal
life. These are called as dis-satisfiers and not motivators.
If they exist in a work environment, they yield no
dissatisfaction. Their existence does not motivate but
their absence result dis-satisfaction. Hertzberg called
these factors as hygiene or maintenance factors.
 The second group he listed certain satisfiers and therefore
motivators, which are related to job content. They include
achievement, recognition, challenging work,
advancement and growth in the job.
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Hertzberg’s Two Factors Theory

 The first group of factors (the dissatisfiers) will not
motivate in the organization, yet they must be present
otherwise dissatisfaction will arise.
 The second group or the job content factors are real
motivators because they have the potential of yielding a
sense of satisfaction.
 It means managers must give considerable attention to
upgrading job content.
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McClelland’s Achievement Theory

 The need for achievement: A person with need for
achievement is concerned with setting moderately
difficult but potentially achievable goals. He does
most of the things himself rather than getting them
done by others.
 The need for affiliation: need for affiliation reflects a
desire to interact socially with people
 The need for power: need for power, concentrates on
obtaining and exercising power and authority
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Victor Vroom’s Expectancy Theory

 People’s motivation towards doing anything will be

determined by the value they place on the outcome of
their effort multiplied by the confidence they have
that their efforts will materially aid in achieving a
goal.
 Force = Valence × Expectancy
– valance is the strength of an individual performance for an
outcome
– expectancy is the probability that a particular action will lead to a
desired outcome.
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Skinner’s Reinforcement Theory

 Individuals can be motivated by proper design of

their work environment and praise for their
performance and that punishment for poor
performance produces negative results.
 They analyze work situations to determine what
causes workers to act the way hey do and then
they initiate changes to eliminate troublesome
areas and obstructions to performance.
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Adam’s Equity Theory

 People are motivated to maintain fair relationship
between their performance and reward in comparison
to others
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Communication
 The process of exchange of information, ideas
and opinions which bring about integration of
interests aims and efforts among the members
of a group organized for achievement of
predetermined goals.

 Process of passing information and

understanding from one person to another
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Communication Process
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Importance of communication
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Coordination
 Coordination deals with the task of blending
efforts in order to ensure successful attainment of
an objective. It is accomplished by means of
planning, organizing directing and controlling.

 Coordination is the orderly arrangement of group

efforts to provide unity of action in pursuit of a
common purpose.
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Importance of coordination

 Coordination increases efficiency.

 Coordination improves human relations.
 Coordination resolves conflicts.
 Coordination makes all departments focus
together.
 Coordination helps sharing of resources.
 Coordination retains & attracts talent.
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Techniques of Coordination

 Coordination by plans & procedures.

 Coordination by sound & simple organization.
 Coordination by chain command.
 Coordination by effective commutation.
 Coordination by committees.
 Coordination by conference.
 Coordination by special coordinators.
 Coordination through sound leadership.
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Coordination Vs Cooperation
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Controlling
 Control is checking current performance against
predetermined standards contained in the plans,
with the view to ensuring adequate progress and
satisfactory performance.

 Controlling is determining what is being

accomplished, that is, evaluating the performance
and if necessary applying corrective measures so
that the performance takes place according to plans
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Steps in a Controlling
1. Establishment of standards
• Quantitative standards: production level, labor
hour, expense, profit
• Qualitative standards: employee morale, company
image, industrial relations
2. Measuring and comparing actual
performance with standards
• Completion
• Objective
• Responsiveness
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Steps in a Controlling
3. Taking corrective measures
• Change in methods, rules, procedures, etc
• Introduce training program
• Job redesign
• Replacement of personnel
• Re-establishing budgets & standards
• Better compensation packages to employees
• Changing machinery & processes
• Identify recurring bottle necks & avoiding them
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Essentials of a sound control system

1. Clear definition of objectives & standards.

2. Selecting efficient control techniques.
3. Suitability of control system
4. Simplicity
5. Focus on key area
6. Flexibility
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Essentials of a sound control system

7. Reasonable & practical

8. Economical
9. Self control
10. Acceptable to all
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Methods of establishing control

 Traditional Control Techniques
1. Budgetary control: written plan/program in
monetary terms.
2. Standard costing: estimating most efficient
cost of manufacturing a product.
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Methods of establishing control

 Modern Control Techniques
1. Break even analysis: Understanding the cost
involved in producing a product & fixing
selling price
2. PERT
3. CPM
4. SQC –Statistical Quality Analysis:
Techniques to study deviation in actual
performance against established standards.
5. Quality Circles: solve quality related problem
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Methods of establishing control

 Other Control Techniques
1. Policies & Procedures
2. Standing Rules, Limitation and Order
3. Self Control
4. Group Control
5. Personal Observation
6. Disciplinary Action