1. DIRECTING AND CO-
ORDINATING

2. TANVI MODI
KINJAL DOSHI
BANSRI
PRIYANKA
PREDEEP

3. 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.

4. 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.

5. DEFINITION
According to Koontz and O’Donnel :
“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.”

6. FEATURES
Initiates action
Superior – Subordinate Relationship
Continuous Function
Initiates at the Top Level
Kills two birds

7. 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

8. (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

9. STEPS IN DIRECTION
Setting and Defining the Objectives
Organising the Efforts
Measuring the work
Developing the people

10. IMPORTANCE
Initiates Action
Integrates Employees Efforts
Gets maximum out of individuals
Facilitates Organisation Changes
Provides Stability and Balance in the organisation

11. 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.

12. 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.

13. 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.

14. 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.”

15. 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

16. IMPORTANCE
Integration of Group Efforts
Facilitates Mutual Dependence
Motivates Subordinates
Development of team spirit
Better Relations
Higher Efficiency
Reduces Wastages
Corporate Image

17. 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

18. 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

19. PRINCIPLES
Principle of Direct Contact
Principle of Early Start
Principle of Reciprocal Relationship
Principle of Continuity
Principle of Self-Coordination