Introduction, Meaning,

Importance and Principles of

Directing

DIRECTING is the heart of management function. All other functions of

management such as planning, organizing, and staffing have no
importance without directing. Leadership, motivation, supervision,
communication are various aspects of directing. Let us study the
importance and principles of directing.

Directing
Directing refers to a process or technique of instructing, guiding,
inspiring, counselling, overseeing and leading people towards the
accomplishment of organizational goals. It is a continuous managerial
process that goes on throughout the life of the organization. Main
characteristics of Directing are as follows:

1. Initiates Action

A directing function is performed by the managers along with planning,

staffing, organizing and controlling in order to discharge their duties in
the organization. While other functions prepare a platform for action,
directing initiates action.
2. Pervasive Function

Directing takes place at every level of the organization. Wherever there

is a superior-subordinate relationship, directing exists as every manager
provides guidance and inspiration to his subordinates.

4. Continuous Activity

It is a continuous function as it continues throughout the life of

organization irrespective of the changes in the managers or employees.

5. Descending Order of Hierarchy

Directing flows from a top level of management to the bottom level.

Every manager exercises this function on his immediate subordinate.

6. Human Factor

Since all employees are different and behave differently in different

situations, it becomes important for the managers to tackle the situations
appropriately. Thus, directing is a significant function that gets the work
done by the employees and increases the growth of the organization.

Importance of Directing
1. Initiates Action

Each and every action in an organization is initiated only through

directing. The managers direct the subordinates about what to do, how
to do when to do and also see to it that their instructions are properly
followed.
2. Ingrates Efforts

Directing integrates the efforts of all the employees and departments

through persuasive leadership and effective communication towards the
accomplishment of organizational goals.

3. Motivates Employees

A manager identifies the potential and abilities of its subordinates and

helps them to give their best. He also motivates them by offering them
financial and non-financial incentives to improve their performance.

4. Provides Stability

Stability is significant in the growth of any organization. Effective

directing develops co-operation and commitment among the employees
and creates a balance among various departments and groups.

5. Coping up with the Changes

Employees have a tendency to resist any kind of change in the

organization. But, adapting the environmental changes is necessary for
the growth of the organization. A manager through motivation, proper
communication and leadership can make the employees understand the
nature and contents of change and also the positive aftermaths of the
change. This will help in a smooth adaptation of the changes without
any friction between the management and employees.

6. Effective Utilization of Resources

It involves defining the duties and responsibilities of every subordinate

clearly thereby avoiding wastages, duplication of efforts, etc. and
utilizing the resources of men, machine, materials, and money in the
maximum possible way. It helps in reducing costs and increasing
profits.
Principles of Directing
1. Maximum Individual Contribution

One of the main principles of directing is the contribution of

individuals. Management should adopt such directing policies that
motivate the employees to contribute their maximum potential for the
attainment of organizational goals.

2. Harmony of Objectives

Sometimes there is a conflict between the organizational objectives and

individual objectives. For example, the organization wants profits to
increase and to retain its major share, whereas, the employees may
perceive that they should get a major share as a bonus as they have
worked really hard for it.

Here, directing has an important role to play in establishing harmony

and coordination between the objectives of both the parties.

3. Unity of Command

This principle states that a subordinate should receive instructions from

only one superior at a time. If he receives instructions from more than
one superiors at the same time, it will create confusion, conflict, and
disorder in the organization and also he will not be able to prioritize his
work.

4. Appropriate Direction Technique

Among the principles of directing, this one states that appropriate

direction techniques should be used to supervise, lead, communicate
and motivate the employees based on their needs, capabilities, attitudes
and other situational variables.
5. Managerial Communication

According to this principle, it should be seen that the instructions are

clearly conveyed to the employees and it should be ensured that they
have understood the same meaning as was intended to be
communicated.

6. Use of Informal Organization

Within every formal organization, there exists an informal group or

organization. The manager should identify those groups and use them to
communicate information. There should be a free flow of information
among the seniors and the subordinates as an effective exchange of
information are really important for the growth of an organization.

7. Leadership

Managers should possess a good leadership quality to influence the

subordinates and make them work according to their wish. It is one of
the important principles of directing.

8. Follow Through

As per this principle, managers are required to monitor the extent to

which the policies, procedures, and instructions are followed by the
subordinates. If there is any problem in implementation, then the
suitable modifications can be made.
Elements of Directing

Directing is one of the most important functions of management.

Without the direction provided to the employees, the workforce would
be clueless about which path to follow. Let us understand the concept of
direction and the elements of directing.

Meaning of Direction
Directing can be defined as that function of management, which helps
in guiding and leading people to work in such a manner so as to perform
efficiently and effectively for the attainment of organizational
objectives. Directing is the managerial function, which initiates
organized action.

It is one of the most important fundamental functions of management

and is a part of every managerial action taken because the direction is
primarily concerned towards various other function of management like
leadership, motivation, and communication.

According to Koontz and O ‘Donnel; “directing is a complex function

that includes all those activities which are designed to encourage
subordinate to work effectively and efficiently in both the short and
long-run.”

Therefore the direction involves such methods which include

communicating and providing leadership to the subordinates and
motivating them to contribute to the best of their capability for the
achievement of organizational objectives.
Elements or Techniques of Direction

There are various elements involved in direction are as follows-

1] Issuing Orders and Instructions to Subordinates

The first and foremost element of direction is to issue orders and

instructions which are considered an essential step in the process of
directing subordinates. An order is a fundamental tool for getting things
done. Therefore, the orders and instructions reflect managerial decisions
and initiate action on the part of subordinates. Orders may be general or
specific, formal or informal, written or oral.

Thus an order should serve the following characteristics:

 The order should be clear and complete.

 It should be reasonable and attainable.
 The order must be in tune with the various other objectives of the
organization and also for the interests of the subordinates.
 All order should follow the chain of command.
 Face-to-face suggestions are preferable to long distance orders.
2] Supervision in an overall manner

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
which includes face-to-face interaction between the supervisor and his
subordinates.
It involves direct personal contact with subordinates. Supervision
converts plans into action. Thus supervision is considered as an
essential step in the process of directing.

3] Motivating Subordinates

The term motivation can be referred to as that process which excites

people to work for the 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.

Thus, in an overall sense, it becomes essential so as to motivate the

human resources so as to keep the employees dynamic, aware and eager
to perform their duty. Both the monetary and non-monetary incentives
are given to the employees for motivation. Thus through motivation, the
employees will perform better. Hence, it will help to achieve the
organizational goals and objectives.

4] Providing Leadership

The term Leadership defines as to influence others in such a manner as

to guide them to do what the leader wants them to do. Leadership plays
an important role in directing. Only through this leadership skill, a
manager can develop trust and zeal among his subordinates. Therefore
it leads to guide and provide overall counselling to subordinates in the
best way for achieving their objectives and also for the organization.

5] Communicating with Subordinates

It refers to an act of transferring facts, ideas, feeling, etc. from one

person to another and making him understand them. A manager has to
continuously t guides and also at the same time, monitors his
subordinates about what to do, how to do, and when to do various
things.
Also, it is very essential to know their reactions. To do all this it
becomes essential to develop effective telecommunication facilities.
Therefore, the essential feature is to communicate with itself can be
called by developing mutual understanding inculcates a sense of
cooperation which builds an environment of coordination in the
organization.

6] Maintaining discipline and Rewarding Effective People

By maintaining an atmosphere of discipline and trust in the

organization, the manager can easily give directions. So that the work
done by his employees is in most efficient and effective manner.

In return, the employees will get a reward in the form of bonus,

incentives and other perks so as to get themselves associated with the
organization on a long-term basis. Therefore, this element of direction
also plays a very important role in achieving overall objectives of an
organization.
Controlling Function of Management

What is Controlling?

Controlling consists of verifying whether everything occurs in confirmities with the plans adopted,
instructions issued and principles established. Controlling ensures that there is effective and efficient
utilization of organizational resources so as to achieve the planned goals. Controlling measures the
deviation of actual performance from the standard performance, discovers the causes of such deviations
and helps in taking corrective actions

According to Brech, “Controlling is a systematic exercise which is called as a process of checking actual
performance against the standards or plans with a view to ensure adequate progress and also recording
such experience as is gained as a contribution to possible future needs.”

According to Donnell, “Just as a navigator continually takes reading to ensure whether he is relative to a
planned action, so should a business manager continually take reading to assure himself that his
enterprise is on right course.”

Controlling has got two basic purposes

1. It facilitates co-ordination
2. It helps in planning

Features of Controlling Function

Following are the characteristics of controlling function of management-

1. Controlling is an end function- A function which comes once the performances are made in
confirmities with plans.
2. Controlling is a pervasive function- which means it is performed by managers at all levels and
in all type of concerns.
3. Controlling is forward looking- because effective control is not possible without past being
controlled. Controlling always look to future so that follow-up can be made whenever required.
4. Controlling is a dynamic process- since controlling requires taking reviewal methods, changes
have to be made wherever possible.
5. Controlling is related with planning- Planning and Controlling are two inseperable functions of
management. Without planning, controlling is a meaningless exercise and without controlling,
planning is useless. Planning presupposes controlling and controlling succeeds planning.

Process of Controlling
Controlling as a management function involves following steps:

1. Establishment of standards- Standards are the plans or the targets which have to be achieved
in the course of business function. They can also be called as the criterions for judging the
performance. Standards generally are classified into two-
 a. Measurable or tangible - Those standards which can be measured and expressed are
called as measurable standards. They can be in form of cost, output, expenditure, time,
profit, etc.
b. Non-measurable or intangible- There are standards which cannot be measured
monetarily. For example- performance of a manager, deviation of workers, their attitudes
towards a concern. These are called as intangible standards.

Controlling becomes easy through establishment of these standards because controlling is

exercised on the basis of these standards.

2. Measurement of performance- The second major step in controlling is to measure the

performance. Finding out deviations becomes easy through measuring the actual performance.
Performance levels are sometimes easy to measure and sometimes difficult. Measurement of
tangible standards is easy as it can be expressed in units, cost, money terms, etc. Quantitative
measurement becomes difficult when performance of manager has to be measured. Performance
of a manager cannot be measured in quantities. It can be measured only by-
a. Attitude of the workers,
b. Their morale to work,
c. The development in the attitudes regarding the physical environment, and
d. Their communication with the superiors.

It is also sometimes done through various reports like weekly, monthly, quarterly, yearly reports.

3. Comparison of actual and standard performance- Comparison of actual performance with the
planned targets is very important. Deviation can be defined as the gap between actual
performance and the planned targets. The manager has to find out two things here- extent of
deviation and cause of deviation. Extent of deviation means that the manager has to find out
whether the deviation is positive or negative or whether the actual performance is in conformity
with the planned performance. The managers have to exercise control by exception. He has to
find out those deviations which are critical and important for business. Minor deviations have to
be ignored. Major deviations like replacement of machinery, appointment of workers, quality of
raw material, rate of profits, etc. should be looked upon consciously. Therefore it is said, “ If a
manager controls everything, he ends up controlling nothing.” For example, if stationery charges
increase by a minor 5 to 10%, it can be called as a minor deviation. On the other hand, if monthly
production decreases continuously, it is called as major deviation.

Once the deviation is identified, a manager has to think about various cause which has led to
deviation. The causes can be-

a. Erroneous planning,
b. Co-ordination loosens,
c. Implementation of plans is defective, and
d. Supervision and communication is ineffective, etc.

4. Taking remedial actions- Once the causes and extent of deviations are known, the manager
has to detect those errors and take remedial measures for it. There are two alternatives here-
a. Taking corrective measures for deviations which have occurred; and
b. After taking the corrective measures, if the actual performance is not in conformity with
plans, the manager can revise the targets. It is here the controlling process comes to an
end. Follow up is an important step because it is only through taking corrective
measures, a manager can exercise controlling.