The wave of strles in the 1960 s and 1970 s, on one hand, and the saturation of markets, along with the high levels of competition that introduced the process of globalization, on the other, obligated firms to develop techniques and technologies to make themselves more mobile and flexible and also more resistant to conflictivity and crisis: their survival depended, on one hand, on their capacity to detext (and take advantage of) the politico-institutional and social conditions and of the supply of most optimum raw materials, software, and machinery and work force; on the other hand firms ' survival depended on their ability to respond within very brief time spans to oscilations of demand, thus in order to create (with a whole set of identification of needs/desires/forms of life and production of signs) the demand for a product even before manufacturing it.