Management the Four Functions of Term Paper

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It is the totality of a company's identity: the quality of its people, the value of its brand, its standing in the community and its performance in the marketplace. Building reputation, in this broad sense of the term, is what great companies are all about" ("Message from Verizon's Chairman and CEO," 2006, About Verizon).

Notice how this rhetoric makes every employee at the company feel involved in a commitment to quality, yet also stresses Verizon's mission of putting the customer first. It is not just the CEO who leads, however, rather every manager must ensure that the functions and employees he or she oversee fulfill their necessary functions, and also want to do so. Leadership, in other words, is more than telling people what they must do; it is making people feel motivated to do so and to do their best, and to understand how they fit into the 'big picture' of the company.

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Planning, organizing, and motivational leadership, however, will have little impact unless plans are put into action. The final vital function of leadership is controlling, or coordinating, the organizational "systems, processes and structures to reach effectively and efficiently reach goals and objectives" (McNamara, 1997). Controlling also means instating quality controls, which at Verizon includes soliciting customer feedback, and "monitoring and adjustment of systems, processes and structures" to correct defects and even to improve things based upon past performance (McNamara, 1997). Measuring system and human performances through metrics that can be compared with past statistics is an effect way of determining which aspects of the system may need tweaking, and where potential problems may lie in the future ("Four Functions of Management," 2006, McGraw-Hill).

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