DIRECTING AND COORDINATING

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 interrelated 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. Coordination 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