B Directing Concept :

Directing is an important managerial function which initiates action. It links different

management functions. It is the process that promotes performance by mobilizing human
efforts. Directing provides necessary guidance and inspiration to the employees to contribute
to achieve organizational goals. The cumulative effect of guiding, influencing and motivating
of employees is obtained through the process of directing.
DRECTING is said to be a process in which the managers instruct, guide and oversee
the performance of the workers to achieve predetermined goals. Directing is said to be the
heart of management process. Planning, organizing, staffing has got no importance if
direction function does not take place.
Directing initiates action and it is from here actual work starts. Direction is said to be
consisting of human factors. In simple words, it can be described as providing guidance to
workers is doing work. In field of management, direction is said to be all those activities
which are designed to encourage the subordinates to work effectively and efficiently.
According to Human, "Directing consists of process or technique by which instruction can
be issued and operations can be carried out as originally planned."
According to Newman and Warren "Activating deals with the steps a manager takes to
get sub-ordinates and other to carry out plans."
Therefore, Directing is the function of guiding, inspring, overseeing and instructing
people towards accomplishment of organizational goals.
Characteristics of Directing :
1. Important function of management : The success of planning ,organizing and
staffing depends on effective directing. For attainment of organizational goals all components
should be directed properly.
2. Pervasive Function : Directing is required at all levels of organization. Every
manager provides guidance and inspiration to his subordinates. Every superior is expected to
provide guidance and direction for implementation of policies derived by top management.
They are directed by environment condition, market situation and other similar factors.
3. Continuous Activity : Direction is a continuous activity as it continuous throughout
the life of organization.
4. Human Factor : Directing function is related to subordinates and therefore it is
related to human factor. Since human factor is complex and behaviour is unpredicatable,
direction function becomes important.
5. Creative Activity : Direction function helps in converting plans into performance.
Without this function, people become inactive and physical resources are meaningless.
6. Executive Function : Direction function is carried out by all managers and
executives at all levels throughout the working of an enterprise; a subordinate receives
instructions from his superior only.
7. Delegate Function : Direction is supposed to be a function dealing with human
beings. Human behaviour is unpredictable by nature and conditioning the people's behaviour
towards the goals of the enterprise is what the executive does in this function. Therefore, it is
termed as having delicacy in it to tackle human behaviour.
8. Flexibility : Directing is used to achieve following objectives
(A) To get the work done
(B) To confirm the work is done with responsibility.
Significance of Directing :
Directing or Direction function is said to be the heart of management of process and
therefore, is the centeral point around which accomplishment of goals take place. A few
philosophers call Direction as "Life spark of an enterprise". It is also called as on actuating
function of management because it is through direction that the operation of an enterprise
actually starts. Being the central character of enterprise, it provides many benefits to a
concern which are as follows :-
1. It Initiates Actions :
Directions is the function which is the starging point of the work performance of
subordinates. It is from this function the action takes place, subordinates understand their
jobs
and do according to the instructions laid. Whatever are plans laid, can be implemented only
once the actual work starts. It is there that direction becomes beneficial.
2. It Ingrates Efforts :
Through direction, the superiors are able to guide, inspire and instruct the subordinates
to work. For this, efforts of every individual towards accomplishment of goals are required.
It is through direction the efforts of every department can be related and integrated with
others. This can be done through persuasive leadership and effective communication.
Integration of efforts bring effectiveness and stability in a concern.
3. Means of Motivation :
Direction function helps in achievement of goals. A manager makes use of the element
of motivation here to improve the performances of subordinates. This can be done by
providing incentives or compensation, whether monetary or non - monetary, which serves as
a "Morale booster" to the subordinates Motivation is also helpful for the subordinates to give
the best of their abilities which ultimately helps in growth.
4. It Provides Stability :
Stability and balance in concern becomes very important for long term sun survival in
the market. This can be brought upon by the managers with the help of four tools or elements
of direction function - judicious blend of persuasive leadership, effective communication,
strict supervision and efficient motivation. Stability is very important since that is an index of
growth of an enterprise. Therefore a manager can use of all the four traits in him so that
performance standards can be maintained.
5. Coping up with the changes :
It is a human behaviour that human beings show resistance to change. Adaptability with
changing enviromnemt helps in sustaining planned growth and becoming a market leader. It
is directing function which is of use of meet with changes in environment, both internal as
external. Effective communication helps in coping up with the changes. It is the role of
manager here to communicate the nature and contents of changes very clearly to the
subordinates. This helps in clarifications, easy adaptions and smooth running of an
enterprise.
6. Efficient Utilization of Resources :
Direction finance helps in clarifying the role of every subordinate towards his work.
The resources can be utilized properly only when less of wastages, duplication of efforts,
overlapping of performances, etc. doesn't take place. Through direction, the role of
subordinates become clear as manager makes use of his supervisory, the guidance, the
instructions and motivation skill to inspire the subordinates. This helps in maximum possible
utilization of resources of men, machine, materials and money which helps in reducing costs
and increasing profits.
B Directing Process :
The process of directing follows in following manner :
1. Supervision : It means observing the subordinates and direct them for successful
implementation of plan. Supervision is defined by Terry and Franklin as - "Guiding and
directing efforts of employees and other resources to accomplish stated work outputs".
Supervision is an element of direction. According to Newman and Warren - "Day-to-day
relationship between an executive and his immediate assistant and covers training, direction,
motivation, coordination, maintenance of discipline etc."
Supervision denotes the functions performed by the supervisors.
2. Communication : It is the process of sharing understanding to attain the
objectives. During this exchange process ideas, message and opinions are transmitted in form
of suitable direction to concerned participants. According to Newstrom and Davis -
"Communication is the transfer of information from one person to another person. It is a way
of reaching others by transmitting ideas, facts, thoughts, feeling sand values."
Communication is regarded as basic to the functioning of the organisation, in its absence; the
organisation would cease to exist. It is the process through which two or more persons come
to exchange ideas and understanding among themselves.
3. Leadership : Leadership is the ability to motivate others to obtain objectives
cheerfully. Leader directs the group for achieving per-determined goals. A manager must be
good leader, so that he can direct the work force properly. According to George R. Terry -
"Leadership is essentially a continuous process of influencing behaviour. A leader breathes
life into the group and motivates it towards goals. The lukewarm desires for achievement are
transformed into burning passion for accomplishment."
Leadership is the process of influencing the behaviour of others to work willingly and
enthusiastically for achieving predetermined goals. It is an essential ingredient for successful
organisation. The successful organisation has one major attribute that sets it apart from
unsuccessful organisation that is dynamic and effective leadership.
4. Motivate the people : For getting work done through others it is necessary to put
other people into motion in the right direction. By motivating the inner drives are channelized
to fulfill goals of an organization. The goal oriented behavior can be directed though the
process of motivation. According to Dubin -
"Motivation is the complex force starting and keeping a person at work in an
organisation. Motivation is something that moves the person to action and continues him in
the course of action already initiates."
Motivation is the core of management. Technically, the term motivation can be traced
to the Latin word 'movere', which means 'to move'. Motivating is a term which implies that
one person induces another, to engage in action by ensuring that a channel to satisfy the
motive
becomes available to the individual. Motive is energizer of action, motivation is the
channelization and activation of motives, motivation is the work behaviour itself.
The above are few important functions/ steps of directing function in management.

B Controlling Concept :
Controlling is the basic managerial function, which includes measurement and
correction of subordinates. According to Fayol “control consists in verifying whether
everything occurs in conformity with the plans adopted, the instruction issued and principles
established. Control has to point out weaknesses and errors in order to rectify them, prevent
their repetition.”
B Nature of Control :
1) Dynamic Process : Control is flexible process. Effective control is possible only if it
changes as per needs and conditions of the organization.
2) Set of numerous systems : Control is the system having integration of number of
sub-systems. Hence proper co-ordination is required to have better result of the control
mechanism.
3) Ongoing Process : It is required to have constant watch over activities followed in
the organization. Constant review and approval will ensure better performance to attain pre-
determined objectives.
4) Future oriented : Control is used to improve future events through past experience.
A control system is formulated to reduce wastage, looses and deviation from standards. It
also helps innovation and improvements.
B Significance of Controlling :
Controlling is an important function of mangement. Its importance becomes apparent
when we find that it is needed in all the functions of management. Controlling checks
mistakes and tells us how new challenges can be met or faced. The success of the
organisation thus hinges on the effective controlling. Controlling is the last function of the
management process which is performed after planning, organising, staffing and directing.
1. Accomplishing Organizational Goals :
The controlling process is implemented to take care of the plans. With the help of
controlling, deviations are immediately detected and corrective action is taken. Therefore, the
difference between the expected results and the actual results is reduced to the minimum. In
this way, controlling is helpful in achieving the goals of the organisation.
2. Judging Accuracy of Standsards :
While performing the function of controlling, a manager compares the actual work
performance with the standards. He tries to find out whether the laid down standards are not
more or less than the general standards. In case of need, they are redefined.
3. Making Efficient Use of Resources :
Controlling makes it possible to use human and physical resources efficiently. Under
controlling, it is ensured that no employee deliberately delays his work performance. In the
same way, wastage in all the physical resources is checked.
4. Improving Employee Motivation :
Through the medium of controlling, an effort is made to motivate the employees. The
implementation of controlling makes all the employees to work with complete dedication
because they know that their work performance will be evaluated and if the progress report is
satisfactory, they will have their identity established in the organisation.
5. Ensuring Order and Discipline :
Controlling ensures order and discipline. With its implementation, all the undesirable
activities like theft, corruption, delay in work and uncooperative attitude are checked.
6. Facilitating Coordination in Action :
Coordination among all the departments of the organisation is necessary in order to
achieve the organisational objectives successfully. All the departments of the organisation
are interdependent. For example, the supply of orders by the sales department depends on the
production of goods by the production department.
Through the medium of controlling an effort is made to find out whether the production
is being carried out in accordance with the orders received. If not, the causes of deviation are
found out and corrective action is initiated and hence, coordination between both the
departments is established.
7. Controlling helps in improving the performance of the employees :
Controlling insists on continuous check on the employees and control helps in creating
an atmosphere of order and discipline. Under controlling function it is made sure that
employees are aware of their duities and responsibilities very clearly. They must know clearly
the standards against which their performance will be judged. These standards help the
employees to work efficiently.
B Process of Controlling :
Managerial control process involves following steps :
1) Establishing Standards : For effective control certain standards are to be set. This is
linked with planning phase. The quantitative, qualitative and time oriented standards are
required to guide performance measurement process. These standards should not be rigid.
They must respond the changing circumstances. These standards may be monitory or
physical in nature.
2) Measuring Performance : For comparing with the standards, performance should
be measured. It is easy to compare performance if quantitative standards are available. It is
also essential to maintain the records in proper way.
 1 2 3
Establishing Measuring Appraising
Standards Performance Performance

function
Steps in Controlling

4 5
Feedback Corrective
Action

3) Appraising performance : It is the process of comparing actual performance with standards

already set. This step identify deviation if any from standards. The causes of deviations should be
identified for further corrective actions.
4) Taking corrective Actions : This step ensures deletion of deviation in future. This is possible
through re-planning, re-drawing, clarification etc. The controlling may require change in different
managerial functions. If standards are found to be defective, they will be reset in response of the
observations. The rectification process responds results of appraisals.
5) Feed Back : It covers measurement of performance and its assessment. Actual performance
in the form of feed-back is compared with standard. If it is observed that there is deviation, necessary
corrective measures are implemented.