Direction and co-ordination

Direction is an important function of management which is related to inspiring, instructing and

guiding human factors in the organization to achieve organizational activities and objectives. A
superior direct and control the subordinates and instruct the manpower which yields better
performance. Direction is the guideline inspiration which is provided from higher position to
lower position. It is also an important function of management. It is useful to coordinate the
activities. Therefore, it is defined as the skill of influencing employees.

Principal of direction
1.Principle of harmony of objectives: every organization set the objectives and these objectives
are to be fulfilled with the help of people working in the organization. Therefore managers must
try to bring harmony between individual and organizational goals

2. Unity of command: The individual who works in the organization get direction from his/her
superior. The subordinates must get direction from only one superior to reduce conflict and
confusion which is called unity of command.

3. Direct supervision: When superior direct the subordinates with face to face communication it is
known as direct supervision. It helps to increase the morale of employees and it helps to develop
quick feedback and necessary information

4. Appropriate leadership style: proper leadership means the skill of leading that depends upon
the characteristics of leader, features of subordinates and the situation. It is the process of
influencing human behavior in achieving organizational goals without dissatisfaction of any
employees

5. Maximum individual contribution: The employees’ capacity should be used fully with
effective direction by encouragement not irritation with proper design direction style.

6. Effective communication: without effective communication, direction is not possible. Mainly,

communication may be downward or upward in an organization. Downward communication
carries the order, ideas, instruction to the subordinates and upward communication carries the
order, ideas, and instruction from the subordinates.

7. Effective control: without effective control organization can’t be operated. Effective control
helps to coordinate and supervise the activities and other mechanism.

8. Effective motivation: Motivation is the act of inspiring and encouraging the people to do work.
Employees must be motivated to achieve the goals. Without motivation , direction cannot be
complete
9. Flow of information: information is most important asset in any organization. When
information is blocked, then there can be failure. On the other hand, information is useful to
issue the order, ideas, and instruction.

10. Follow- up: direction is a continuous managerial process. It involves constant and continuous
supervision, counseling, advice, instructions etc in the employees’ activities. Merely issuing
orders is not sufficient but management should find out whether the subordinate is working or
not.

Importance of direction
1. Integrative force: direction integrates the activities of employees. It is mainly concentrated
about what, when, where and who to do the work. Without integration none of the activities can
be fulfilled. Effective operation can be achieved only when the efforts of all employees are
integrated

2. Initiate the action: in direction, a manager motivates the subordinates to perform the activities.
When an employee receives the direction, his or her initiative will be started to do work

3. Improves efficiency: direction consists of motivation, leadership and communication. When all
these managerial tools are implemented the potentiality of employees is fully utilized from which
they perform high performance

4. Facilitates change: change always comes in an organization. Healthy change is important.

Some people do not want the condition of change. But change is inevitable. Direction is an
important function of management that gives the orders and motivates the personnel for change

5. Helps in stability and growth: direction is an integrated activity of motivation, leadership and
communication. These activities help in stability of the organization. When these activities are
used, the capabilities are utilized which helps in flexibility and growth of the organization

ELEMENT OF DIRECTION

Direction is an integration of motivation, leadership, communication and coordination. It is an

important function of management which is related to issue orders to staff.

1. Motivation: it is the process of inspiring and encouraging the people to do work. It is a skill of
using the capability of manpower for the organization. It is a mental and physical presence of
employee to do work. Effective motivation helps to raise the effective direction. Therefore,
motivation is important aspect of direction
Types of motivation & theories of motivation: refer module page no. 98
2. Leadership: it is another important aspect of direction. It is defined as the process of
influencing people to perform work effectively. In other words, it influences the behavior of
employees or subordinate. According to time, situation and behavior of followers, a leader must
conduct his followers. therefore, it is an important aspect of direction

3. Communication: communication means transferring information from one person to another.

In other words when the information is transmitted from one person to another and information
receiver easily take the information, it is known as communication. It includes sending message
and receiving message. After sending message receiver receives the message and understands it.
Therefore message receiver responds and reacts about the message. In an organization manager
must develop an effective communication system so that s/he may give instruction and guidance
to the subordinates and motivate them to do the work to the best of their ability.

4. Coordination: it is also an important aspect of direction. When the coordination activity is not
conducted effectively. Direction is not effective. Coordination is the process of linking activity
of resources and various departments so that desired goal can be achieved easily. It is inter-
related with all managerial function.

5. Supervision: it is another important aspect of direction. Direction is not only to issue order but
also supervising job of subordinates. It is an important function of every manager. So the
manager’s duty is to look after their work and examine that whether they have done according to
the order issued or not and also help in solving their work problems.

Features of supervision:
1. Supervision is done at all level of management.
2. Supervision is most pronounced at the lowest level of management.
3. Supervision aims at guiding in their work performance.

Factors of effective supervision

1. Skills and abilities
2. Leadership position
3. Nature of supervision
4. Group cohesiveness
5. Improved relationship with superior

CONCEPT OF MOTIVATION