DIRECTING AND CO-

ORDINATING
 TANVI MODI
KINJAL DOSHI
BANSRI
PRIYANKA
PREDEEP
 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 ODonnel :

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. 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