MEANING AND DEFINITIONS OF DIRECTION

Direction may be defined as evoking a willing response from all members of the group to the work requirements and making them do the assigned jobs to achieve the objectives of the enterprise. It is instructing, guiding and inspiring human beings and instructions by a superior to his subordinates, but also includes the process of guiding and inspiring them. Directing consists in the process and technique utilised in issuing instructions and making certain that operations are carried on as originally planned. -Haimann Directing concerns the total manner in which a manager influences the actions of his subordinates. It is the final action of manager in getting others to act after all preparations have been completed. -J.L.Massie

Direction is telling people what to do and seeing that they do it to the best of their ability. It includes making assignments, corresponding procedures, seeing that mistakes are corrected, providing on the job instructions and of course issuing orders. -Earnest Dale Directing is the interpersonal aspect of managing by which subordinates are led to understand and contribute effectively and efficiently to the attainment of enterprise objectives -Koontz and Odonnel

FEATURES OF DIRECTION
1. Direction is an important managerial managerial function. Through direction, management initiates actions in the organization. 2. Direction function is performed at every level of management. It is performed in the context of superiorsubordinate relationship. 3. Direction is a continuous process and it continues through out the life of the organization. A manager needs to give order to his subordinates, motivate them, lead them and guide them on continuous basis. 4. Direction initiates at the top level in the organization and follows to bottom through the hierarchy. It emphasis that a subordinate is to be directed by his own superior only. 5. Direction has dual objectives on the one hand, it aims at getting things done by subordinates and on the other, to provide superiors opportunities for some more important work which their subordinates can not do.

IMPORTANCE OF DIRECTION FUNCTION

1. Direction initiates action : Organization is the
sum-total of human and non-human resources. These resources should be handled in a certain way to get the desired results. Through direction, management conveys and motivates individual in the organization to function in the desired way to get organizational objectives. Without direction, other managerial activities like planning, organizing and staffing become ineffective.

2. Direction integrates employees efforts : For

achieving organizational objectives, individuals need not only to be efficient, but effective also. Their actions are interrelated in such a way that each individuals efforts need to be integrated so that organization achieves its objectives in the most efficient manner and this is possible through direction only.

3. Direction attempts to get maximum out of

individuals : Every individual in the organization has
some potentiality and capability which in the absence of proper motivation, leadership, communication all element of direction may not be utilized fully. Direction provides the way to utilize these capabilities and also it helps in increasing these capabilities.

4. Direction facilitates changes in the organization : Organization exists in the society and
any change in the society changes organizational process to keep organization ready to face environmental changes. Moreover, there are changes in organization structure and in individuals. To incorporate and implement these changes, management should motivate individuals affected by these changes, which is an essential part of direction.

5. Direction provides stability and balance in

the organization : Effective leadership,
communication and motivation provide stability in the organization and maintain balances in the different part of the organization. Thus, organization exists for a long period and its parts work in a harmonious way .

considering the importance of direction in management process , Marshall Dimock has called it the heart administration. He finds high correlation between direction and work performance.