Purpose: The purpose of this study is to analyze and obtain a deeper understanding regarding the role of prior and present product experience and its impact on the buying process of an automobile within the premium segment in Sweden.   Problem: A research gap has been identified regarding the connection between a product experience and its actual role in the buying process of a premium automobile. It is argued that great measures of a consumer’s perceptions of a product are formed by gathered product experience whilst no previous research conclude to what extent it actually makes an impact. Additionally, no previous research has identified if negative product experiences of automobiles deem a brand to be undesired to an individual in comparison to brand where no product experience is to be found.   Design/Method: This paper has utilized a qualitative research approach that includes the conduction of semi-structured interviews, which worked towards investigating the perceptions of interviewees with regards to the subject of product experience and to what extent it impacts individuals. Moreover, an abductive research approach is utilized within this paper as the approach combines all forms of known information in order to form a conclusion based upon discovered observations whilst also collecting data that enables a more thorough insight.   Findings: This research proves that product experience plays a vital role in subsequent buying decision processes. Previously attached meanings and values, elicited emotions and perceptions towards a specific brand are through our findings confirmed to have a direct impact on purchases of automobiles as well as feelings associated with an automotive premium brand. The conducted research also found that bad product experiences, although damaging brand perceptions, most commonly surpasses no experience at all.

La presente investigación tiene como finalidad evaluar el impacto de la táctica de negociación “ganar – ganar” sobre la creación de valor compartido de los proyectos residenciales de unidades premium localizados en Santiago de Surco, desde un ángulo estratégico - gerencial. La importancia del estudio se relaciona con validar el aporte de una metodología de negociación al posicionamiento y a la capacidad competitiva de los proyectos en mención. El estudio consta de seis capítulos. En el primero se desarrolla la literatura más adecuada para justificar teóricamente los fundamentos y resultados del estudio; se describe brevemente el desempeño del sector inmobiliario en los últimos cinco años; y, finalmente, se identifican las características de la oferta y demanda del mercado premium, a nivel Lima Metropolitana y Santiago de Surco. El segundo capítulo presenta las pautas generales que direccionan la investigación. El tercer capítulo describe la metodología seleccionada en función a las características del problema de investigación (ruta cualitativa y diseño etnográfico). El cuarto capítulo desarrolla el proceso para la extracción de información de la muestra de especialista y homogénea. En la misma línea, se desarrolla el “Índice creación de valor compartido ajustado al segmento residencial premium” con el objetivo de identificar a los proyectos creadores de valor compartido. El quinto capítulo exhibe los resultados obtenidos a través de la validación de las hipótesis planteadas; de la misma manera, revela el tipo de relación existente entre las variables de estudio. Finalmente, el sexto detalla las conclusiones y recomendaciones. / The purpose of this research is to assess the impact of the winning negotiating tactic on the creation of shared value of residential projects of premium units located in Santiago de Surco, from a strategic - managerial angle. The importance of the study relates to validating the contribution of a trading methodology to the positioning and the competitive capacity of the projects mentioned. The study consists of six chapters. The first develops the most appropriate literature to theoretically justify the fundamentals and results of the study; briefly describes the performance of the real estate sector over the past five years; and finally, the characteristics of the offer and demand of the premium market are identified, at the Lima Metropolitana and Santiago de Surco level. The second chapter presents the general guidelines that address the research. The third chapter describes the methodology selected based on the characteristics of the research problem (qualitative path and ethnographic design). The fourth chapter develops the process for extracting information from the specialist and homogeneous sample. In the same vein, the "Premium Residential Segment Adjusted Shared Value Creation Index" is developed to identify shared value creator projects. The fifth chapter shows the results obtained through the validation of the assumptions raised; in the same way, it reveals the type of relationship between study variables. Finally, the sixth details the conclusions and recommendations. / Tesis