1. DIRECTING AND CO-ORDINATING

2. 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.

3. 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.

4. 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.”

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

6. 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

7. (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

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

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

10. 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.

11. 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.

12. 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.

13. 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.”

14. 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

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

16. 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

17. 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

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