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10
DIRECTING
CONTENTS
10.0 Aims and Objectives
10.1 Introduction
10.2 Meaning and Definition
10.3 Characteristics of Directing
10.4 Scope of Directing
10.5 Importance of Direction
10.6 Nature of Direction — Functions of Management
10.6.1 Pervasiveness of Direction
10.6.2 Continuing Function
10.7 Principles of Direction
10.8 Principles of Issuing Orders
10.9 Types of Direction
10.10 Techniques of Direction
10.11 Let us Sum up
10.12 Lesson-end Activity
10.13 Questions for Discussion
10.14 Suggested Readings
10.1 INTRODUCTION
In practice, management is essentially the art and process of getting things done. The
managers have therefore, the responsibility not only of planning and organising the
operations but also of guiding and supervising the subordinates. This is the managerial
function of direction. In the words of Marshall "Directing involves determining the course,
giving orders and instructions and providing dynamic leadership".
Principles of Management and
Organisational Behaviour 10.2 MEANING AND DEFINITION
According to G. R. Terry - "Directing means moving to action and supplying simulative
power to a group of persons". Thus, the plan is put into operation through the organisation
by the process of direction. Another term used to describe this function is "Activating".
In the words of G. R. Terry - "Activating means moving into action - supplying simulative
power to the group".
According to Dale, "Direction is telling people what to do and seeing that they do it to the
best of their ability. It is through directing that managers get the work done through
people. It consists of:
l Issuing orders and instructions by a superior to his subordinates.
l Guiding, advising and helping subordinates in the proper methods of work.
l Motivating them to achieve goals by providing incentives, good working environment
etc.
l Supervising subordinates to ensure compliance with plans".
To carry out physically the activities resulting from the planning and organising steps, it is
necessary for the manager to take measures that will start and continue action as long as
they are needed in order to accomplish the task by the members of the group. The
process of directing or activating involves:
1. Providing effective leadership
2. Integrating people and tasks and convincing them to assist in the achievement of
the overall objectives
3. Effective communication
4. Providing climate for 'subordinate' development
Directing represents one of the essential functions of management because it deals with
human relations. Once the organisational plans have been laid down, the structure being
designed and competent people brought in to fill various positions in organisation, direction
starts. Direction phase of management is the heart of management-in action.
“Directing derives sufficient attention along with the other function of guiding the
subordinates to work willingly and enthusiastically towards the accomplishment of
predetermined organisational objectives.” Comment.
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