This is study material used at Jecrc university jaipur

1. 5

2. INTRODUCTION
Management is the art of getting things done by others.
The art of getting things done by others is called direction in
managerial language. Direction is considered to be the most
important function of management. In this activity,
managers provide proper guidance to their subordinates,
establish effective coordination among their activities and
motive them to contribute towards the attainment of the
objectives of the enterprise.

3. DEFINITION OF DIRECTION
A few definitions by some of the prominent writers
on the subject are given below:
(1) “A good definition of direction is the executive
function of guiding and observing subordinates”.
Koontz and O-Donnell
(2) “The heart of administration is the directing
function which involves determining scope, giving
orders and instructions and providing dynamic
leadership”.
Marshall E. Dimock
(3) “Direction is telling a people what to do and
seeing that they do it to the best of their ability”.
Ernest Dale
Thus, direction means the guidance of the activities of
subordinates and to control the performance so that they
may contribute to the attainment of the predetermined
objectives of an enterprise.

4. NATURE OF DIRECTION
Following are included in the characteristics of direction:
1- An Important Function of Management
All the functions and achievements of management are
depending on proper direction. If proper guidance is not
provided to the employees in an enterprise, it cannot be
successful in achieving its objects.
2- Continuity
Direction is a continuous process because it is required
at every stage of management. It goes with the work. Where
the work is in progress, the direction continues.
3- To Order
Higher officer order their subordinates to do their jobs
and the subordinates have to work according to these
orders.
4- To Coordinate
The success of direction lies in the coordinated efforts of
the employees of the enterprise.

5. 5- To Supervise
The managers issuing the orders have to supervise
whether the works are being performed in accordance with
the order issued or not. They have to ensure that all the
activities should go as per original plan.
6- To Guide
Guidance of subordinates is the most important element
of direction. Subordinates are guided by their senior officers
so that they may discharge their duties properly.
7- Performed at Levels of Management
Direction is the function which is performed at all levels
of management. Every superior officer is required to provide
guidance and direction to his subordinates.

6. ELEMENTS OF DIRECTION
Direction is a continuous process involving the following
elements:
1- Communication
The manager issues orders and instructions to the
subordinates to get the work done from them. He must
ensure that the subordinates understand his instruction.
Beside this, the manager has also to continuously provide
guidance to the workers as to how to perform their jobs.
2- Leadership
By performing this function, the manager guides and
influences the work of his subordinates. Leadership is the
quality of behaviour of a manager whereby he guides his
subordinates in the desired direction. The manager should
try to achieve the cooperation of the subordinates.

7. 3- Motivation
The manager should motivate the subordinates to work for the
achievement of the organizational goals. Various kinds of
incentives may be used to enthuse the workers.
4- Supervision
Every manager supervises his subordinates. He oversees their
performance to check their performance and avoid wastage of time
and effort.

8. Functions 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.

9. Functions of Directing
• 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.
• 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.

10. 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.
• 3. 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.

11. Principles of Directing
• 4. 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.
• 5. 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.
• 6. 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.

12. Leadership Styles
• Leadership styles refer to the various
approaches undertaken
by management personnel for motivating
their subordinates while trying to achieve a
common goal. All the implicit and explicit actions
are undertaken by the leader draws an idea from
the various forms of styles of leadership.

13. Leadership Styles
• Authoritarian or Autocratic Leadership Style
• Under this form of leadership, the manager exercises
supreme control over his subordinates. He is the
ultimate decision maker and believes in centralization of
power. All his calls are taken without considering the
views of his subordinates who are coerced and
commanded to follow his orders.
• Such a type of manager never delegates authority to
anyone and is in complete awe of the power conferred
upon him. Employees who follow his orders are
rewarded while the ones who deviate from the same
face hefty penalties.

14. Leadership Styles
• Participative or Democratic Style Of Leadership
• Such a type of manager pays supreme importance to his
subordinates by encouraging their participation in the
decision-making process. He believes in the
decentralization of power and proceeds with a particular
decision once it receives the ascent of his employees.
• The subordinates are kept adequately informed about
the various matters which might affect their interest. A
democratic leader offers his employees with ultimate
freedom of expression and thought.

15. Leadership Styles
• Laissez-fair or Free-Reign Form Of Leadership
• Under this leadership style, the manager delegates the
authority completely to his subordinates thus
empowering them to take the decision. Such a manager
actually relinquishes his position and believes in equal
distribution of power. The leader provides his
subordinates with necessary resources and serves as a
point of contact.

16. Leader Vs Manager

17. Thank you
All the best