DIRECTING AND CO-ORDINATING

DIRECTING Every decision taken must be properly implemented, otherwise it is of no use. Direction is required for effective implementation of a decision. Every manager in an organization gives direction to his subordinates as a supervisor and every manager receives direction as subordinate from his superior.

MEANING Direction is a managerial function performed by all the managers at all levels of the organisation. Direction is a continuous function of every manager. Direction is a function of management which is related with instructing, guiding and inspiring human factor in the organisation to achieve the objectives of the organisation. The three important elements in direction are communication, leadership and supervision and motivation. Direction is an action initiating function of management.

DEFINITION According to Koontz and O’Donnel : “Directing 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-run.”

FEATURES Initiates action Superior – Subordinate Relationship Continuous Function Initiates at the Top Level Kills two birds

PRINCIPLES OF DIRECTION (A) Principles relating to the purpose of direction Principle of maximum individual contribution Principle of harmony of objectives Principle of efficiency of direction

(B) Principles relating to direction process Principle of Unity of Command Principle of Appropriateness of Direction Technique Principle of Managerial Communication Principle of Comprehension Principle of use of informal organization Principle of leadership Principle of efficient control Principle of Follow Through

STEPS IN DIRECTION Setting and Defining the Objectives Organising the Efforts Measuring the work Developing the people

IMPORTANCE Initiates Action Integrates Employees Efforts Gets maximum out of individuals Facilitates Organisation Changes Provides Stability and Balance in the organisation

CO-ORDINATING Co-ordination is the process of linking or connecting the various activities of an organisation. Every department in an organisation functions independently. But, the activities of one department, influences or affects the activities of another department. For eg. The activities of the production department influence or affects the activities of marketing department and vice-versa.

Likewise, the activities of the purchase department affects the activities of production department, the activity of finance department affects the activities of the purchase department. Thus, it becomes clear that the various departments in an organisation are inter-related and interdependent. Co-ordination is only concern with the task of establishing a link between the activities of the different departments.

Every department has its own goals Every department has its own goals. But, what is important is the contribution of the various departments to the goal of the organisation. Co-ordination ensures that all the departments contribute to the achievement of the goal or the objective of the organisation. Co-ordination is concerned with the task of unifying the activities of the departments of an organisation, in order, to achieve the common goal.

DEFINITION According to J. D. Mooney and A. C. Railey : “Co-ordination is the orderly arrangement of group efforts to provide unity of action in the pursuit of a common purpose.”

FEATURES The need for co-ordination arises due to inter-dependence It aims at achieving the common goal It is the duty of every manager Continuous Process Required in group Activity Deliberate Effort Co-ordination is different from co-operation

IMPORTANCE Integration of Group Efforts Facilitates Mutual Dependence Motivates Subordinates Development of team spirit Better Relations Higher Efficiency Reduces Wastages Corporate Image

TECHNIQUES Clearly defined goals/ Well – defined objectives Clear Lines of Authority and Responsibility / Effective Chain of Command Precise, Comprehensive and Well-understood, Programmes and Policies (Plans) Effective Communication Channels Effective Leadership and supervision Common Nomenclature Voluntary Teamwork

CO-ORDINATION AS AN ESSENCE OF MANAGEMENT Coordination through Planning Coordination through organizing Coordination through staffing Coordination through directing Coordination through controlling Coordination and Communication Coordination and Motivation Coordination and Decision-Making

PRINCIPLES Principle of Direct Contact Principle of Early Start Principle of Reciprocal Relationship Principle of Continuity Principle of Self-Coordination