Seminar paper from the year 2013 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, The ESC Rennes School of Business, course: International Consumer Behaviour, language: English, abstract: As Steve Jobs used to say: "It isn't the consumers' job to know what they want." Referring to this famous quote, this report examined how the upcoming trend can be implemented in the US con- sumers mind, so that the consumer behaviour is sustainably changed. In order to give advice the report follows three mayor steps. First the cultural framework of the United States was briefly analysed by help of Hofstedes five dimensions model. Second was a short study of the trend itself and the mayor aspects, which are important for an implementation of the trend. Last step was adaptation of the US consumers' behav- iour to the trend in order to detect the key factors a company should cover with their product. Based on this set of action were developed and recommendations for companies evolved.

1 Introduction 2 The culture of the United States 2.1 Power Distance 2.2 Individualism versus Collectivism 2.3 Masculinity versus Femininity 2.4 Uncertainty Avoidance 2.5 Long-Term Orientation 3 Mobile Moments 4 Link between "Mobile Moments" and the US consumers 4.1 Lifestyle of Multitasking 4.2 Experience as a core value 4.3 Sharing moments with friends 4.4 Result 5 How to apply "Mobile Moments" in the US consumers mind 5.1 US Mobile Market 5.2 Set of Actions 6 Conclusion