The International Strategy Of Coca Cola Company Marketing Essay

The International Strategy Of Coca Cola Company Marketing Essay In this essay we are going to study about the international strategy of Coca-Cola Company using the IR framework for the Indian market. Coca-Cola Company is world known organisation. The growing market around the world mostly depends upon the technologies, knowledge and integration of market, it clearly demonstrates the flow of knowledge, services, goods and capital through different nations and in which creating the competition on a world-wide basis creating an integrated global space is called globalization (Porter, 1986; Albrow, 1997; Friedman, 1999; Gupta et al, 1999). Its a very challenging task for any organisation to move from domestic market or home market to international market, especially for those organisations which are facing saturated market in their home country (Yip, 2003). The process of globalization is interdependence and integration of countries exchanging different trade, culture, outsourcing, capital investment and the growth of the nations relationship. Busine ss systems, knowledge and unification of culture have led to globalization (Daniels and Krug, 2007). Coca-Cola was invented in 1886 by Dr. John Stith Pemberton in Atlanta, Georgia (Palazzini, 1989). The main reasons for the global venture are cheap labour, distribution and transportation, communication and information technology, cultural convergence, increasing disposable of the global middle class, extension of IP rights, reduced trade barriers, privatization programs and development of international standards (Stonehouse et al., 2000;Denton and Al-Shamali, 2000). India was rated the top international investment opportunity among 30 emerging markets for mass merchant and food retailers looking to expand globally (Business Credit, 2006).. After losing the Indian market previously the company re-entered in the Indian market in 1993 and now have 7000 distributors and more than 1.3 million retailers in Indian market. Today the Coca-Cola Company is the leading non-alcoholic beverage company with ten different products. Coca-Cola Company is now the largest distributor, manufacturer, mar keter of non-alcoholic beverage concentrates and syrup which operate in around 200 countries (coca-cola, 2010). If its international venture is successful then the brand name and the brand value increases for the company. Literature review: A Company operating internationally faces two forces of pressure of local responsiveness and pressure of global integration (Daniels et al, 2009). In 1987 Prahlad and Doz came with a IR framework on internationalization, their IR framework created a big platform for the study on global business which helps to form an international strategy that has multi dimensional contextual setting. IR framework has limitations for the global industrial competition specified only for the first stage, vagueness in the concept that defines the bond between industry forces and finally lack of proof for supporting the framework (Rugman et al, 2006). Bartlett and Ghoshal (2008) further studied and came with some additions in IR framework and came up with 4 strategies that are international, global, transitional and multi-domestic approaches to the foreign market. The Global Strategy adopted by Coca-Cola can be critically analyzed using the IR (Integration/ Responsive) framework proposed by Bartlett, Gh oshal and Beamish (2008) and Hill(2009). Figure 1: IR- Framework ` The global standardization products and services focus on huge profit, but they compromise on their products price. The marketing research, production and research are done in precise regions with some certain standard and it is sold globally. So those type of products face a huge pressure in reducing the price according to the place where it is sold for example Intel, a chip company (Hill, 2009). According to Bartlett and Ghoshal (2002), a solution for the cross border business is Transnational, which is considered as the important approach for the international market. The transnational strategy gives a lot of pressure to the company for cost reduction and local responsiveness. This could be achieved by transferring the precise skills and expectations of the company from the home country to the needs of the foreign country, where they compete with the local market with reduced price for example Caterpillar (Hill, 2009). Entry Modes: Every organisation looks for the opportunity to expand their business across borders, and finding the appropriate entry mode is an intricate task for international business. Different organisation chose different entry modes, to control foreign operation with strategic decision making and which are compatible with the laws of government and culture of the country. There are various modes for entering in the international market like exporting, licensing, franchising, joint ventures with the host country firm, acquisition, and wholly owned new subsidiary in the foreign Country (Hill, 2009). Joint Venture: it is one of the method of entering and sharing of ownership between two or more firms. The percentage of the ownership varies according to the organisations. The firms holding majority of share will have a tight control on the strategy (Hill, 2009). International joint venture benefits the firm from the use of local market knowledge of the host country, culture, competitiveness, legal and political system and development. From International Joint Venture the risk can also be shared with the local partner. Joint Venture has disadvantages also when a firm enters into a joint venture it risk giving control of the technology to its partners. Another disadvantage is if the share of joint venture is not that high or 50-50% then it does not give a firm the tight control over subsidiaries that it might need to realize experience curve or location economies (Hill, 2009). Used by PepsiCo to enter in the Indian Market. Acquisition: it is another method of entering into the international market by acquiring or buying and combination of different companies that can aid, finance, or help a company in a given industry without creating a new business entity (Hill. 2009). Used by Coca-Cola to enter Indian market. It is important for the organisation to consider factors such as the nations long run profit potential, the economic benefits of that country, the market size, and purchasing power of consumers and customers which is linked to the economic growth rate when entering in the market (Hill, 2009). Global Strategy of COCA-COLA: (Zhang, 2010) Indian market is one of the major developing economies in the world. The Indian economy is one of the worlds fastest growing, with gross domestic product (GDP) expanding at an average annual rate of about 7.5 percent for the past three years (Choi, 2006; The Economist, 2006) and the retail market expanding 10 percent on average (Business Credit, 2006) (anon). The Indian retail market, an estimated $250 billion annually, is the worlds eighth largest market and is projected to grow by more than 7 percent annually (Embassy of India, 2007-Cited in Halepete, 2008). The Coca-Cola Company is mentioned as a global company with global products and global activities. In 1980 the company was moving towards centralised control. At that time the motive of the company are to be global in order to expand geographical wise into many of the countries in which the company does business today. In 1990 the world began to start smaller and smaller as a town for the global companies. Globalisation forced changes to appear so fast that many countries could hardly manage the new global environment. As a result, the very forces that were making the world more connected and homogeneous were simultaneously triggering and preservation of unique culture identity. The world is demanding greater flexibility, responsiveness, local sensitivity, nimbleness, speed, transparency and local sensitivity had become essential to success (Draft, 2000). Coca-Cola Company sees itself not as a global organization, but as a multi-local enterprise (Svensson, 2001). Coca-Cola Company historical strength came from operating as a multi-local business that for a very long time relies mostly on the insight of local bottling partners. Thats why the global strategy of coca-cola allows its business in more than 200 countries to act according for local laws, local culture, and local needs and so on. Coca-Cola pursues an assumed global strategy, allowing for differences in packaging, distribution, and media that are important to a particular country or geographical area. Hence, the global strategy is localized through a specific geographic marketing plan. Instead of applying a global strategy, it is likely to be a strategy of thinking globally, but acting locally. The global success of Coca-Cola is the direct result of people drinking it one bottle at the time in their own local communities. So we are placing responsibility and accountability in the hands of our colleagues who are closest to those billions of individual sales (Draft, 2000). This signifie s that if their local colleagues develop an idea or a strategy that is the right thing to do locally, and it fits within fundamental values, policies, and standards of integrity and quality of the Coca-Cola Company, then they have the authority and responsibility to do so. At the same time, they will be accountable for the outcomes of the idea or strategy. It is apparent that a company such as the Coca-Cola Company has realized the weaknesses and the deficiencies of applying a genuine or true global strategy approach in their worldwide business activities. To be in high favour of local ultimate consumer adaptations is emphasized as crucial for their business activities to be prosperous. Therefore, their multi-local strategy approach is still going strong and adequately for the companys worldwide business activities. In addition Gould (1995) states that coca-cola has become a part of peoples daily meal, a price at which anyone can buy and it is available to people in any part of the world. The IR framework has been used to critically analyse the global strategy of Coca-Cola. COCA-COLA COMPANY saw that there is an opportunity in Asian market and their home market situation is saturated. COCA-COLA COMPANY decided to re-enter in the Indian market in 1993. Indian government plays a major role in every international company and had a law that any international company have to become a partner in Indian market with an Indian company. To overcome this problem COCA-COLA COMPANY acquisition of local Indian popular brands including the THUMS UP (the most trusted brand in India), Mazza, Gold Sport, Citra and Limca providing a good base not only in bottling, manufacturing and di stribution assets but also very good strong consumer preference(Kaul, 2003). From this acquisition the leading Indian brands join the family of global brand and its products like coca-cola, diet coke and others. From this acquisition Coca-Cola enables to exploit the benefits global branding and global trends in taste while also tapping in other domestic markets (Lane, 1998). Coca-Cola adopted the standardisation strategy to produce and sell its standardised products globally (Rodrigues, 2009). Coca-Cola Company do franchise with the local manufacturing bottling companies through which they have a local response and local touch. In India COCA-COLA COMPANY have 46 bottling plants from which 22 are company own and rest are the franchise operated plant (Coca-Cola, 2010). After re-entering the Indian market in 1993 the COCA-COLA COMPANY operations grown rapidly through a model that supports local business which includes over 1.3 million retailers and over 7000 distributors across the country. Coca-cola has been successful in the global market as well as Indian market because it follows the local strategies and is able to deliver as per the needs of the local people by manufacturing and distribution by the local company (Hill, 2009). In manufacturing the product the water which is used is local from which the customers get the local taste. The company have an approach where in, their business does not get influenced by the area of sales. Rodrigues (2009), states that Coca-Cola pursues the global strategy of producing diverse products as per the local culture. For instance in India people prefer sweeter coke. Also Coca-Cola launched Georgia, a canned coffee specially intended for Indian market which captured 40% of the market soon after its launch (Hill, 2009). According to Cokecce.com (2007), Coca-Cola trains their managers in their management school, to make them aware of the global perspective of their operations. Figure 2: IR-Framework Adapted from (Bartlett, Ghoshal and Beamish (2008) and Hill(2009)) Manufacturing Distribution Process: This picture is to explain the process from the production and manufacturing to the consumers. Marketing is one of the back bones of any global industry in any country. As to stay in the market ahead from the competitors, marketing plays the major role in Indian market for soft drinks. The post- liberalization period in India saw the comeback of Cola but Pepsi(one of the major competitor India) had already beaten Coca-Cola to the punch, creatively entering the market in the 1980s in advance of the liberalization by the way of joint venture. Coca-Cola Company benefited from Pepsi creating demand and developing the market for soft drinks. (Kaul, 2004) Coca-Cola Company marketing strategy is based on 3 As that are Availability, Affordability and Acceptability. The first A is for availability of the product to the customers. The second A is for affordability is for pricing and the third A is for acceptability which stands convincing the customer to buy the product. In 2001 Coca-Cola CEO Douglas Daft set the new direction for next generation of success for global brand with a Think global, act local mantra. Recognizing that a single global strategy or single global campaign wouldnt work, locally relevant executions became an increasingly important element of supporting Cokes global brand strategy. Coca-Cola Company re-examined its approach in an attempt to gain leadership in the Indian market and capitalize on significant growth potential in the rural markets. The foundation the new strategy grounded brand positioning and marketing communications in consumer insight, acknowledging that urban versus rural India were two distinct markets on a variety of important dimensions. (Kaul, 2004) In rural market, where both the soft drink category and individual brands were undeveloped, the task was to broaden the brand positioning while in urban markets, with higher category and brand development, the task was to broaden the brand positioning while in urb an markets, with higher category and brand development, the task to narrow the brand positioning focusing on differentiation through offering unique and compelling value. (Kaul, 2004) Coca-Cola used two different marketing strategies for each urban and rural market. The first marketing life ho to aisi means life as it should be for urban market and the other was thanda matlab coca cola which means cool or cold is coca cola which hit the rural target very highly and gain the market very efficiently because the 96% of the population are in rural and developing cities. Coca-Cola Company reduced its rate for the rural market by providing 200ml bottle so that those customers and consumers whose wages are not so high can also have it. (Kaul, 2004) At the same time, Coke invested in distribution infrastructure to effectively serve a disbursed population and doubled the number of retail outlets in rural areas from 80,000 in 2001 to 160,000 in 2003, increasing market penetration from 13 to 25%. As a result of the marketing campaign, Coca-Cola won Advertiser of the year and Campaign of the year 2003. (Kaul, 2004) Swot analysis of Coca-Cola Company: Strengths: The brand image of coca-cola is very strong around the world and have a strong brand portfolio. Cola-cola brand value was increased by 2% from 2007 to 2008 and it is $66,667 million. Coca-Cola owned top five brands of soft drinks market around the world. Strong brand image allows the company to introduce new flavours in the market like vanilla coke, cherry coke and coke with lemon. The companys strong brand image facilitates customers recall and allows company to penetrate new markets while holding the old ones. Coca-cola Company offers more than 3000 products across the world. Coca-cola Company is running business in more than 200 countries in the world which provide it a strong global image. Due to the strong business model across the world company is able to generate significant cash flows up to $50 million a day. (Data Monitors, 2009) Weakness: Pension assets effect the company liquidity position of the company due to financial market volatility. Coca-cola Company is very mature having significantly more pensioners than active participating members. (Data Monitors, 2009) Opportunity: Globally the non alcoholic ready to drink market is increasing by 6% every year for the next 12 years. (Data monitors, 2009). This project growth is due to the increase in middle-class consumers and fast growing urban societies expected to form in the future. The company can capture this growth with innovative new products with old products. (Data Monitors, 2009) Threats: Coca-Cola Company is largely dependent on the bottling partners across the world. Approximately 78% of its worldwide production was produced and distributed by its bolting partners in 2008. Due to independent bottling partner companies make their own business decision that may not always align with Cola-Cola Company interest. Many of its bottling partners have a right to manufacture or distribute certain products of other beverage companies. In soft drink market there is intense competition and one of the major global competitors of Coca-Cola Company is PepsiCo. Competitive factors impacting companys business include advertising, product innovation, sales promotion programs, brand and trademark development and pricing. Decline in the market share of the home country which means the consumers have started to look for greater variety in their drinks and are becoming health conscious. Other major threat for the soft drink companies is reducing level of water for which the government and WHO is forcing the companies to reduce the level of water used in manufacturing the products. (Data Monitors, 2009) Competitor Analysis: The one of the major competitor in India and in global market is Pepsi. Pepsi entered in the India market in 1980s through joint venture. As early as 1985, Pepsi tried to gain entry into India and finally succeeded with Pepsi foods limited project in 1988 as a joint venture of PepsiCo, Punjab government owned Punjab agro industrial corporation (PAIC) and Voltas India limited (Singh, 1997). Pepsi was marketed and sold to Lehar Pepsi until 1991 when the use of foreign brands was allowed under the new economic policy and Pepsi ultimately bought out its partners becoming a fully owned subsidiary and ending the joint venture relationship in 1994. While the joint venture was only marginally successful in its own right, it allowed Pepsi to gain precious early experience with the Indian market and also served as an introduction of the Pepsi brand to the Indian market and also served as an introduction of the Pepsi brand to the Indian consumer such that it was well poised to reap the benefits when liberalization came (Kaul, 2004). SWOT analysis of PEPSICO: Strengths: The PepsiCo brand is figured at the 27th position in the top 100 global brand rankings of Business Week. The brand value of PepsiCo is $13,249 million in 2008. PepsiCo owns 18 mega brands which are recognise globally and generate annual sales of $1 billion each. In some countries PepsiCo is allowed to manufacture, sell and distribute soft drink products other than PepsiCo, including Dr Pepper and Squirt. PepsiCo have a strong manufacturing and distribution channel having 591 facilities till the end of 2008 and half of it is in USA and Canada. (Data Monitors, 2008) Weakness: The company operates 74.4% of its revenue from its home country USA and the USA market for soft drinks is decreasing. The net profit margin of the company is reduced by 3.9% as compare for the last year. The weak operational growth of the company will affect its future growth plan and can affect the investor confidence. (Data Monitors, 2008) Opportunities: Bottled water is one the fastest growing market globally. PepsiCo has the leading manufacturer and distributor in this market and can capture more market by developing new brands and making better the existing ones. PepsiCo made significant acquisition including two of the other Pepsi bottlers in which one is the eight largest Pepsi bottler in the Pepsi Bottling Group from which they are reducing the partners power slowly. (Data Monitors, 2008) Threats: PepsiCo is facing problem in the home country from where the company is generating the maximum revenue. The consumers are becoming more health conscious. The company is facing intense competition from its competitors mainly the Coca-Cola Company which is one of the major competitors globally. Competitive factors impacting companys business include advertising, product innovation, sales promotion programs, brand and trademark development and pricing. There are new laws from government and World Health Organisation(WHO) to reduce the usage for water in the manufacturing and for labelling, employment, and recycling and product safety. Conclusion: By using the IR framework tool it is evident that Coca-Cola is a global company and doing business in more than 200 countries with a global strategy and a local response. It entered in Indian market due to saturation in the home country market and the growing economies of India. Coca-Cola Company entered the Indian market by acquisition entry method by acquiring Local soft drinks brand like Thumsup, Limca from which gain knowledge about the country soft drink market. The company captured the Indian market majorly through marketing and targeting the rural market which contains the 96% of the population. The company use three A strategy to be to gain more market share. In Indian market Coca-Cola have 46 bottling plants some of them is owned and others are in partnership from which they share the risk, 1.3 million retailers and over 7000 distributors which gives the company a strong base. Business Credit (2006), India tops annual list of most attractive countries for international retail expansion, Business Credit, Vol. 107 No. 7, p. 72. Choi, A. (2006), Eyeing Indias riches: as barriers come down, luxury brands go slow, WWD, March 13. Broken commitments: The case of Pepsi in India. Kavaljit Singh, PIRG Update, May 1997. Interview with Nymph Kaul, 9/20/04 Halepete, J., Iyer, S., and Park, C., S., 2008. Wal-Mart in India: a success or failure: International Journal of Retail and Distribution Management, 36(9), pp.701-713 Zhang, M., 2010, International Business Management, Nottingham, Nottingham Trent University Kaul, Nymph. Rai University, Coca-Cola India. Keller, Kevin Lane. Strategic Brand Management. Prentice Hall, 1998 Svensson, G., 2001 Glocalization of business activities: a glocal strategy management decision 39/1 pp. 6-18. Kaul, Nymph. Interview of Sanjiv Gupta, President and CEO of Coca-Cola India, June 2004. Gupta, A. K., Govindarajan, V., Malhotra, A. (1999). FEEDBACK-SEEKING BEHAVIOR WITHIN MULTINATIONAL CORPORATIONS. Strategic Management Journal , 205-222. Rugman, A. M., Collinson, S and Hodgetts, R. M. (2006). International Business. Financial Times Management; 4th Revised edition edition Bartlett, C., S. Ghoshal, and P. Beamish. 2008. Transnational Management. New York: McGraw-Hill Irwin.

Enders Game :: essays research papers

Ender’s Game: A Brief Depiction I.  Ã‚  Ã‚  Ã‚  Ã‚  Setting:  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Staged in mainly four places. Ender Wiggins childhood town, where he is monitored as a prospective third. He is sent to Battle School, which is a satellite of the earth. Then he ends up on Eros where he attends command school and eventually defeats the buggers. He spends the rest of his days with Valentine on the first human colonization, approximately 50 light-years away from Earth.  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The book takes place in 2190-2200 approx. The advancement of information transportation is significant, in that the ansible is able to transmit information faster than the speed of light, in fact, exactly instantaneous. The starships and fleets they have been able to advance are full on equipped for space and space tugs are similar to barges we have on rivers, and they are used to hull large amounts of materials about space. The fear of buggers is installed within the readers first glance at the book, and maintains constant until the very end when we learn that the buggers are in fact peaceful and loving creatures, unable to communicate that. II.  Ã‚  Ã‚  Ã‚  Ã‚  Protagonist:  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The main character, Andrew (Ender) Wiggin is a young child who endures some of the hardest turmoil any human could undergo. He is very brilliant, cunning, paranoid, determined, and above all loving child who becomes mature and eventually saves the world. We see his brilliance from the start and through his days he has become the god-child, and messiah to all who know his name. His paranoia grows steadily throughout the book, due to his lack of trust in any figure he encounters. Any time they show any hint of compassion or any true emotion, ender assumes its all part of the game and plan to make him the best commander alive. His determination comes at us through many different wavelengths. He is at first solely determined to survive against playground bullies. It evolves into winning the battle games and soon after takes a curve and becomes determination to never play the game again. His most admirable trait though, is without fail the love he rarely but deeply shows for Valentine, his sister and partly companion through and through. He often says in the text that he is not a killer and has never meant to hurt anyone, simply to win the fight and never fight it again. He realizes his true love for the queen-bugger when he hosts her into eventually multiple buggers to start a new world of them.

How Are Dreams Proved to Be Futile in of Mice and Men Essay

Dreams in â€Å"Of Mice and Men† is influenced under the poem â€Å"To A Mouse† by Robert Burns and the relationship between the poem and the novel is seen through the build-up to the characters hopes and dreams at the time of the great inflation and how they struggled to keep up with their ambitions. The context in both texts clearly portrays the death of the future plans the working class keep to at that time and the writers do this to illustrate the chances of normal people succeeding and how being born into a hierarchy means that you’re destined to a class in society. In Of Mice and Men, Lennie is introduced with a â€Å"shapeless face† and animal imagery is used to signify his strength, â€Å"bear drags his paws†, this portrayal of Lennie sets him apart from George in the hierarchy. As the story develops the readers understanding of George’s and Lennie’s relationship does to, the reader realises that the theme that keeps both the key protagonists motivated is the dream. This is further developed when Steinbeck introduces the dream for the first time, â€Å"I remember about the rabbits, George†, it is clear to the readers that Lennie is academically weak and in order for him to remember about the dream indicated how much it means to him and it’s possibly the thing that matters to him most. However early in the novel Steinbeck uses animal imagery to foreshadow the death of Lennie and the death of the dream, â€Å"shoot you for a coyote†, the author highlights his vulnerability and his death in the future to suggest that his weakness academically is what possibly lead him to his death. In the beginning of the novel George gets into a quarrel with Lennie about ketchup, â€Å"we ain’t got any†, during George’s rant he clearly emphasizes on what he sees as the American dream in comparison to what they both see. George leads on to imply that Lenny is a road block to his dream and this is partially true as it is what Lennie did towards the end of the novel that killed the chances of the dream. George’s dream can be considered as a typical working class dream as it isn’t very promising and has no future outlook. The death of the dream in Of Mice and Men seems to be blames on a certain individual, the death of George and Lennie’s dream is blamed on Lennie and later in the novel we learn that the death of Curley’s wife’s is because of her â€Å"ol lady†. In the novel Curley’s wife is portrayed as a social outcast alongside the â€Å"nigga† but this time because of her gender as they lived in a sexist society. However beneath her make up her interior reveals her dreams and how they were crushed as well, the reader also finds out that her sexual weapon is to grab the attention of the ranch workers as no one gave her the recognition she wanted. Curley’s wife’s dream is fully revealed towards the end of the novel with her explain it to Lennie, she clearly illustrates her very independent dream however it is also clear that she is very dependent on men when it comes to making the dream a reality. This maybe the reason why her dream was locked away and only brought out when she needed it to emotionally look back at it; considering that she lived in a men’s society it means that women are held back from what they wanted to do and were expected become a housewife. This is the main road block that Curley’s wife comes across making her dream futile. Throughout the novel the reader realises that the characters that we’re too eager for their dream (Lennie and Curley’s wife) reaches their destiny, quite dramatically, with their death. It seems that both characters had something in common – lack of power, the protagonists had a lack of power meaning that they were vulnerable to society however Curley’s wife attempted to cover it by putting on a lot of makeup but it is clear that your weakness will eventually go against you. Furthermore both characters dream was clearly futile from the beginning of the novel as both characters seemed to depend on another person in order for their dreams to succeed. In Lennie’s case it was George and Curley’s wife needed a man. Steinbeck reinforces the themes of Power and powerlessness with links to the dream to suggest that there is some sort of bond with making the dream and having the power to make it. This portrayal in Of Mice and Men illustrated not only the fact that succeeding during the Great Depression was very limited but the fact that without power or status, which both characters lacked in, the chances of making the dream was nil.

Essay about Jack Kerouac’s On The Road - The American Quest

On The Road and the American Quest Jack Kerouacs On The Road is the most uniquely American novel of its time. While it has never fared well with academics, On The Road has come to symbolize for many an entire generation of disaffected young Americans. One can focus on numerous issues wh en addressing the novel, but the two primary reasons which make the book uniquely American are its frantic Romantic search for the great American hero (and ecstasy in general), and Kerouacs Spontaneous Prose method of writing. On The Road is an autobiographical first-person book written in 1951 and based on Kerouacs experiences of the late 1940s. At the time, America was undergoing drastic changes and the sense of sterility brought on†¦show more content†¦(42) Dean and Kerouacs alter ego, Sal, represent one of the three main types of character patterns seen in 50s literature: that of the Rebel. And while representative of the rebellious James Dean-like figures of literature, they are perhaps even more repres entative of 50s youth culture in their endless searches. For what? The quest is left open for debate. Tim Hunt suggests that Kerouac could be searching for several things in On The Road: a father (or brother) figure, the chance to regain lost joy, or a type of revelation (91). Hipkiss contends that Neals speeding dashes down the road are as much flights of panic, the fear of never making it, the fear of losing all the life he ever had, as they are quests for ecstasy, which is itself an escape from fear and the frustrations of desire. (43) Of course, elements of restlessness surface in earlier American novelists such as Hemingway and Fitzgerald, but Kerouacs search for a type of identity in an era of increasing conformity sparked rebelliousness On The Road-style and encouraged many to, as Tim Leary would put it several years later, tune in, turn on, and drop out. 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The Prelude—William Wordsworth (Come in under the shadow of this rock), And I will show you something different from either Your shadow at morning striding behind you Or your shadow at eveningRead More Quest For Family Essay906 Words   |  4 Pages nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp; The Quest for Family nbsp;nbsp;nbsp;nbsp;nbsp;The 1950’s were a decade of growth and expansion. Growth of the middle class, expansion of religion and a growing economy kept Americans on the move- literally. 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The fifties Beat Generation, notably through Jack Kerouac’s On the Road and Allen Ginsberg’s Howl#61482; as will here be discussed, fought to revitalise individuality and revolutionise their censored society which seemed toRead More Degradation of Women in Jack Kerouac’s On The Road Essay2309 Words   |  10 PagesThe Degradation of Women in On The Road An argument can be made that the women in Jack Kerouacs On The Road are not as characteristically well developed as the men. Through Sal and Deans interactions with women, the reader sees that there exist two types of females in this novel - the benevolent virgin/mother figure or the whore. Women are constantly referred to in a negative way or blatantly degraded and insulted by numerous characters. However, Kerouac (through the character of Sal) exhibitsRead MoreEssay on Treatment of Women in Jack Kerouac’s On The Road2336 Words   |  10 PagesThe Treatment of Women in On The Road  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚        Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The women in Jack Kerouacs On The Road were, it seems, not afforded the same depth in character which the author gave the men. The treatment of the women characters in both word and action by Sal and Dean seems to show that women could only be a virgin/mother figure or a whore. Throughout the novel there are many instances in which women and their feelings or actions are either referred to flippantly or blatantly degraded. It can beRead More Importance of Dean Moriarty in Jack Kerouac’s On The Road Essay3039 Words   |  13 PagesImportance of Dean Moriarty in Jack Kerouac’s On The Road It is Dean Moriarty, in Jack Kerouac’s On The Road, who represents the eternal flame of youth that was adopted by the rebellious youth culture of the Beat Generation. He is free from responsibility, â€Å"simply a youth tremendously excited with life†¦want[ing] so much to live and to get involved with people who would otherwise pay no attention to him† (Kerouac 4). Just as the Greek of the Olympics, â€Å"with [the] torch†¦[that] ignites the pagan