Technological capability development in China's energy service company industry

Technological capability (TC) plays a strategic role in the competitive advantage of not only individual corporate entities but also entire industries. This paper investigates the crucial factors that affect technological capability development by Energy Service Companies (ESCOs) in China. It identifies how differently sized ESCOs make progress in developing TCs. Through looking at the successes achieved by developed countries in the field of energy conservation, ESCOs are able to improve energy efficiency and reduce emissions and are deemed to provide an effective means of conserving energy in China. Existing literature indicates that limited TC levels of are one of the crucial barriers facing Chinese ESCOs. Through investigating three different sizes of Chinese ESCO - small, medium-sized and large - this paper provides a framework to present the idea that Chinese ESCOs' TC development is affected by four key internal and external capabilities: management capability, investment capability, innovation capability and linkage capability. Through comparative analysis, the paper establishes that small and medium-sized private ESCOs are mainly affected by investment and linkage capabilities. Large state-owned ESCOs are mainly affected by innovation and management capability. In addition, all three types of ESCO exhibit a strong desire to develop their technological capability, but small and medium-sized ESCOs exhibit a stronger desire to conduct research and development (R&D) than large ESCOs, whilst large ESCOs prefer to increase their technical reserves through acquisition. This paper identifies factors that affect Chinese ESCOs' TC, but it does intend to address the problem of how to reduce the negative effects of limited TC or the question of how to improve the TC development of Chinese ESCOs effectively. This paper contributes to the field of TC development in the ESCO industry.

Testing of Interposer-Based 2.5D Integrated Circuits

The unprecedented and relentless growth in the electronics industry is feeding the demand for integrated circuits (ICs) with increasing functionality and performance at minimum cost and power consumption. As predicted by Moore's law, ICs are being aggressively scaled to meet this demand. While the continuous scaling of process technology is reducing gate delays, the performance of ICs is being increasingly dominated by interconnect delays. In an effort to improve submicrometer interconnect performance, to increase packing density, and to reduce chip area and power consumption, the semiconductor industry is focusing on three-dimensional (3D) integration. However, volume production and commercial exploitation of 3D integration are not feasible yet due to significant technical hurdles.

At the present time, interposer-based 2.5D integration is emerging as a precursor to stacked 3D integration. All the dies and the interposer in a 2.5D IC must be adequately tested for product qualification. However, since the structure of 2.5D ICs is different from the traditional 2D ICs, new challenges have emerged: (1) pre-bond interposer testing, (2) lack of test access, (3) limited ability for at-speed testing, (4) high density I/O ports and interconnects, (5) reduced number of test pins, and (6) high power consumption. This research targets the above challenges and effective solutions have been developed to test both dies and the interposer.

The dissertation first introduces the basic concepts of 3D ICs and 2.5D ICs. Prior work on testing of 2.5D ICs is studied. An efficient method is presented to locate defects in a passive interposer before stacking. The proposed test architecture uses e-fuses that can be programmed to connect or disconnect functional paths inside the interposer. The concept of a die footprint is utilized for interconnect testing, and the overall assembly and test flow is described. Moreover, the concept of weighted critical area is defined and utilized to reduce test time. In order to fully determine the location of each e-fuse and the order of functional interconnects in a test path, we also present a test-path design algorithm. The proposed algorithm can generate all test paths for interconnect testing.

In order to test for opens, shorts, and interconnect delay defects in the interposer, a test architecture is proposed that is fully compatible with the IEEE 1149.1 standard and relies on an enhancement of the standard test access port (TAP) controller. To reduce test cost, a test-path design and scheduling technique is also presented that minimizes a composite cost function based on test time and the design-for-test (DfT) overhead in terms of additional through silicon vias (TSVs) and micro-bumps needed for test access. The locations of the dies on the interposer are taken into consideration in order to determine the order of dies in a test path.

To address the scenario of high density of I/O ports and interconnects, an efficient built-in self-test (BIST) technique is presented that targets the dies and the interposer interconnects. The proposed BIST architecture can be enabled by the standard TAP controller in the IEEE 1149.1 standard. The area overhead introduced by this BIST architecture is negligible; it includes two simple BIST controllers, a linear-feedback-shift-register (LFSR), a multiple-input-signature-register (MISR), and some extensions to the boundary-scan cells in the dies on the interposer. With these extensions, all boundary-scan cells can be used for self-configuration and self-diagnosis during interconnect testing. To reduce the overall test cost, a test scheduling and optimization technique under power constraints is described.

In order to accomplish testing with a small number test pins, the dissertation presents two efficient ExTest scheduling strategies that implements interconnect testing between tiles inside an system on chip (SoC) die on the interposer while satisfying the practical constraint that the number of required test pins cannot exceed the number of available pins at the chip level. The tiles in the SoC are divided into groups based on the manner in which they are interconnected. In order to minimize the test time, two optimization solutions are introduced. The first solution minimizes the number of input test pins, and the second solution minimizes the number output test pins. In addition, two subgroup configuration methods are further proposed to generate subgroups inside each test group.

Finally, the dissertation presents a programmable method for shift-clock stagger assignment to reduce power supply noise during SoC die testing in 2.5D ICs. An SoC die in the 2.5D IC is typically composed of several blocks and two neighboring blocks that share the same power rails should not be toggled at the same time during shift. Therefore, the proposed programmable method does not assign the same stagger value to neighboring blocks. The positions of all blocks are first analyzed and the shared boundary length between blocks is then calculated. Based on the position relationships between the blocks, a mathematical model is presented to derive optimal result for small-to-medium sized problems. For larger designs, a heuristic algorithm is proposed and evaluated.

In summary, the dissertation targets important design and optimization problems related to testing of interposer-based 2.5D ICs. The proposed research has led to theoretical insights, experiment results, and a set of test and design-for-test methods to make testing effective and feasible from a cost perspective.

D6.6 – Summary, Analysis, Road-mapping and Production of Training materials

This deliverable summarizes, validates and explains the purpose and concept behind the RAGE knowledge and innovation management platform as a self-sustainable Ecosystem, supporting innovation processes in the Applied Gaming (AG) industry. The Ecosystem portal will be developed with particular consideration of the demand and requirements of small and medium sized game developing companies, education providers and related stakeholders like AG researchers and AG end-users. The innovation potential of the new platform underlies the following factors: a huge, mostly entire collection of community specific knowledge (e.g., content like media objects, software components and best practices), a structured approach of knowledge access, search and browse, collaboration tools as well as social network analysis tools to foster efficient knowledge creation and transformation processes into marketable technology assets. The deliverable provides an overview of the current status and the remaining work to come, preceding the final version in month 48 of the RAGE project.

Rotary moulding of ceramic hollow wares

A novel processing method for the fast and economic production of hollow ceramic components has been developed by combining in situ coagulation moulding with a modified version of the technique of rotary moulding[Binner, J. G. P., Al-Dawery, I. A., Tari, G. and Yan, Y., Rotary casting technique. UK Patent application No. 0506349.0, March 2005], the latter being adapted from the polymer industry. The process was found to require a high solids content suspension, hence development work was performed in this direction though in the end a new, commercial suspension was utilised. Of the three forming routes of gel casting, direct coagulation casting and in situ coagulation moulding, the latter was found to be the most promising for the new process of rotary moulding of ceramics. Due to the low value of clay-based ceramics, a new low cost coagulant was identified and the effect of lactone concentration and temperature on setting time determined. Following substantial optimisation work, it was found that a two-speed approach to multi-axial rotation was the most successful; medium sized cream jugs could be produced in just 7 min. With respect to mould materials, the porous resin normally used for pressure casting of sanitary ware was found to be the best option, though since this is quite expensive conventional plaster-of-paris moulds were found to be a suitable material to enable companies, particularly SMEs, to become familiar with the technology whilst avoiding high costs for trials. The processed articles could be successfully fired and glazed using gas-fired kilns with no sign of any black cores. Major advantages of the process include the ability to precisely calculate the amount of ceramic slip required, eliminating either slip wastage or the need to pour used slip back into the virgin material as currently happens with slip casting. In addition, since the precursor suspension has a very high solids content, the time and energy required to dry the green product and associated moulds has been considerably reduced. © 2008 Elsevier Ltd. All rights reserved.

Social media to support collaboration in the product life cycle of SMEs

Abstract : The use of social media tools to support small and medium-sized enterprises (SME) to support their business activities throughout the product life cycle (PLC) phases represents an interesting opportunity. SMEs operate in very competitive environments, and face significant challenges primarily caused by their size disadvantage. By nature, social media tools and platforms can enable them to overcome some of these challenges, as they are often very inexpensive, familiar and easy to use, allowing them to reach large audiences they would not be able to reach with traditional and expensive marketing initiatives. To provide solutions to this problem, this research identified three main objectives. The first objective was to draw a picture of the existing academic literature on the use of social media tools in the PLC context to better understand how these tools were studied and used in businesses, and for what purpose. Second, this research aimed at understanding how SMEs actually use social media tools to support their different business activities to identify the gap between academic research and actual business practices. Finally, based on the findings highlighted from the previous objectives, this research aimed at developing theory on this topic by proposing a conceptual framework of customer engagement enabled by social media. The conceptual framework aimed at answering general questions that emerged from the initial two objectives: Why do some SMEs use social media to support customer engagement, while others do not? Why do firms use different social media tools to support their customer engagement initiatives? Why does the scope of customer engagement initiatives (i.e., across different PLC phases) vary between SMEs? What are the potential outcomes of conducting customer engagement initiatives for the organizing firms? In order to achieve these research objectives, the methodology employed for this research is threefold. First, a systematic literature review was performed in order to properly understand how the use of social media tools in the PLC context had been studied. The final results consisted of 78 academic articles which were analyzed based on their bibliometric information and their content. Second, in order to draw the contrast between the academic publications and managerial reality of SMEs, six semi-structured interviews were conducted to understand how these firms actually use social media to support different activities in each of the PLC phases. Third, five additional semi-structured interviews were performed to gather a deeper understanding of this phenomenon and generate theory to support the proposed conceptual framework. The conceptual framework focuses on the degree of customer engagement, which is comprised of the scope (PLC phases) of customer engagement and the technology (social media tools) employed to support these initiatives. Two sets of antecedents were examined, firm motivators and firm impediments, as they could both potentially affect the scope and the social media tools used to support customer engagement initiatives. Finally, potential customer engagement outcomes for SMEs developing these initiatives were also examined. The semi-structured interviews lasted approximately 25-35 minutes, and were performed using an interview grid consisting of 24 open-ended questions. The interview grid was developed based on the findings of the systematic literature review, and this qualitative approach allowed for a rich understanding of the interviewed SMEs’ use of social media tools to support and engage customers in their different PLC activities. The main results highlighted by this project demonstrate that this field is relatively recent and sees constant increase in research interest since 2008. However, most of the academic research focuses on the use of social media tools to support innovation activities during the new product development process, while the interviewed firms almost exclusively used the tools to engage customers in the later phases of the PLC, primarily for promotion, customer service support, and business development activities. Interestingly, the interviewed firms highlighted several benefits of using social media tools to engage customers, some of which could help them overcome certain size disadvantages previously mentioned. These firms are in need of further guidelines to properly implement such initiatives and reap the expected benefits. Results suggest that SMEs are far behind both large companies and academic research in their use of social media to engage customers in different business activities. The proposed conceptual framework serves as a great tool to better understand their reality and eventually better support them in their social media and customer engagement efforts. However, this framework needs to be further developed and improved. This research project provides a 360-degree view of the phenomenon of the use of social media to support customer engagement for SMEs, by providing both a thorough systematic review of the academic research and an understanding of the managerial reality of SMEs behind this phenomenon. From this analysis, a conceptual framework is then proposed and serves as a stepping stone for future researchers who are interested in developing theory in this field.

Pk-IFRS:n soveltamisen vaikutukset tilinpäätösinformaation tuottajille ja käyttäjille Euroopassa

Pk-yritykset ovat nousseet merkittäväksi puheenaiheeksi viime vuosina niiden työllistävän vaikutuksen vuoksi. Iso osa uusista työpaikoista on syntynyt pk-yrityksiin eikä suuriin yrityksiin. Samalla kansainvälistymiskehitys on ollut aikamme suurimpia muutosvoimia, jotka vaikuttavat talouselämään. Kansainvälistymällä yritykset ovat saaneet uusia väyliä hankkia rahoitusta, laajentaneet ja monipuolistaneet asiakaskuntaansa ja hankkineet skaalaetuja. Kansainvälisyys aiheuttaa haasteita yritysten taloudelliselle raportoinnille, joten pk-yrityksille luotiin pk-IFRS –standardisto. Sen tarkoituksena on parantaa vertailukelpoisuutta eri maista tulevien yritysten välillä ja keventää raportoinnin raskautta. Tässä tutkielmassa selvitettiin, miten pk-IFRS:n soveltaminen vaikuttaa tilinpäätösten tekijöihin ja käyttäjiin. Tutkielma alkaa teoria-osuudesta, jossa käytiin läpi tuoreita tutkimuksia, minkä pohjalta esiin nousseita kysymyksiä käyttäen tehtiin empiria-osuudessa analysoitava haastattelu. Tutkimuksessa saatiin selville, että tutkijoiden ja haastateltavan näkemykset pk-IFRS:tä ovat pääosin samanlaiset. Pk-IFRS:n ongelmia on sen lyhyys, mikä aiheuttaa tulkintaongelmia ja monimutkaisuus, joka kuormittaa raportoijan resursseja. Pk-yritykset toimivat useimmin vain kotimaassa, jolloin hyödyt jäävät rajallisiksi. Pienemmissä pk-yrityksissä tilinpäätöksiä käyttäviä sidosryhmiä on vähän, jolloin käyttäjien saamat hyödyt ovat pienet. Kuitenkin käypään arvoon arvostus ja tiedon annon vaatimukset voivat helpottaa rahoituksen saantia joillekin yrityksille, jos pk-IFRS:ää aletaan soveltaa samalla tavalla joka maassa ja yrityksessä.

Keskisuurten tieliikenteen tavarankuljetusyritysten keskeisimmät menestystekijät

Tämän kandidaatintutkielman tarkoituksena on tarkastella suomalaista tieliikenteen tavarankuljetusalaa ja tällä toimialla menestymistä. Tutkielman päätavoitteena on selvittää, mitkä ovat keskisuurten tieliikenteen tavarankuljetusyritysten keskeisimmät menestykseen vaikuttavat tekijät. Tutkielma on rajattu koskemaan suomalaisia 20-50 henkilöä työllistäviä tieliikenteen tavarankuljetusyrityksiä. Tutkimus toteutettiin kvalitatiivisesti ja tutkimuksen aineisto kerättiin puolistrukturoidun teemahaastattelun avulla. Tutkielmassa haastateltiin viittä toimitusjohtajaa rajausten mukaisista yrityksistä. Tämän tutkielman tulosten mukaan keskisuurten tieliikenteen tavarankuljetusyritysten keskeisimmät menestystekijät ovat keskittyminen ja erikoistuminen. Erikoistumisella tarkoitetaan erikoistumista johonkin tiettyyn kuljetuslajiin. Keskittymisellä tarkoitetaan pitkäjänteistä keskittymistä arvoa luoviin toimintoihin sekä yrityksen harjoittamaan kuljetuslajiin. Muita yksittäisiä menestystekijöitä olivat muun muassa: kaluston tuottavuuden parantaminen, työntekijöiden tuottavuuden parantaminen, hyvä kustannusjohtaminen, asiakassuhteiden hyvä johtaminen ja pätevien työntekijöiden pitäminen yrityksessä. Tutkielman tuloksissa havaittiin myös, että yrityksen harjoittaman kuljetuslajin vaikutus liiketoiminnan menestykseen todennäköisesti kasvaa tulevaisuudessa kabotaasin vapauttamisen myötä. Tutkielman tulosten yleistettävyyteen on suhtauduttava kuitenkin kriittisesti tutkielman pienestä otoksesta johtuen.

Käyttöpääoman hallinnan vaikutus suomalaisten pk-yritysten maksuvalmiuteen

Tämän kandidaatintutkielman tavoite on tarkastella suomalaisten pk-yritysten maksuvalmiuden ja käyttöpääoman hallinnan välistä yhteyttä. Tarkoitus on selvittää, voidaanko suomalaisten pk-yritysten maksuvalmiutta parantaa käyttöpääoman hallintaa tehostamalla ja onko siitä saatava hyöty toimialariippuvaista. Toimialavertailuun valittiin rakentaminen, koneiden ja laitteiden valmistus sekä jälleenmyynti. Aineisto tutkimukseen hankittiin Amadeus-tietokannasta. Tutkimuksessa hyödynnetään tilastollisia menetelmiä. Tilastolliset analyysit suoritetaan SAS Enterprise Guide -ohjelmistolla. Muuttujien välisiä suhteita tarkastellaan regressioanalyysin avulla, jotka suoritetaan jokaiselle toimialaluokalle ja kaikista toimialoista koostuvalle otokselle erikseen. Tutkimustulosten mukaan toimialasta riippumatta pk-yrityksen maksuvalmiutta voidaan parantaa käyttöpääoman hallintaa tehostamalla. Vaikutuksen suuruus riippuu kuitenkin toimialasta. Tutkimustulokset huomioiden pk-yritysten johdon tulisi resurssien niukkuudesta huolimatta kiinnittää huomiota käyttöpääoman hallintaan, erityisesti silloin kuin yrityksen maksuvalmius on uhattuna.

Software para apoio à gestão de empresas recorrendo a Cloud Computing

Dissertação apresentada ao Instituto Politécnico de Castelo Branco para cumprimento dos requisitos necessários à obtenção do grau de Mestre em Desenvolvimento de Software e Sistemas Interativos, realizada sob a orientação científica do Doutor Fernando Reinaldo Silva Garcia Ribeiro e do Doutor José Carlos Meireles Monteiro Metrôlho, Professores Adjuntos da Unidade Técnico-Científica de Informática da Escola Superior de Tecnologia do Instituto Politécnico de Castelo Branco.

Pk-yritysten ympäristöllisen kestävyyden kehittäminen palvelumuotoilua hyödyntäen

Ympäristöllinen kestävyys on ajankohtaisempi asia kuin koskaan ja sen merkitys yritysten yhtenä kestävyyden osa-alueena kasvaa jatkuvasti. Erityisesti suuret yritykset pyrkivät erottumaan kilpailijoistaan ympäristöllisen kestävyyden avulla, mutta myös pk-yritykset olisi tärkeää saada mukaan toiminnan kehittämiseen. Aikaisemmat tutkimukset yritysten ympäristöllisestä kestävyydestä ovat keskittyneet pääosin käytössä oleviin menetelmiin ja kestävyyden kehittämisen suurimpiin haasteisiin. Tärkeää olisi tutkia myös sitä, miten pk-yritykset saataisiin mukaan kehittämään toimintaansa ympäristöllisesti kestävämmäksi. Tähän pyritään löytämään vastauksia tässä diplomityössä. Diplomityön tarkoituksena on tutkia sitä, millä tavoin pk-yritykset haluavat kehittää toimintaansa ympäristöllisesti kestävämmäksi. Työn tavoitteena on suunnitella pk-yritysten tarpeita vastaava palvelukonsepti niiden ympäristöllisen kestävyyden kehittämiseksi. Tutkimuksessa hyödynnetään palvelumuotoilua ja sen prosessin kolmea ensimmäistä vaihet-ta: asiakasymmärryksen hankintaa, luovaa ideointia sekä palvelukonseptin kehittämistä. Tutkimus on laadullinen tutkimus, jonka tutkimusmetodina toimii palvelumuotoilun tärkein osa-alue eli yhteissuunnittelu. Yhteissuunnittelu toteutettiin visuaalisten työpajojen avulla suunnitteluun osallistuvien pk-yritysten kanssa. Tutkimuksen tuloksena saatiin suunniteltua pk-yritysten tarpeisiin räätälöity palvelukonsepti niiden ympäristöllisen kestävyyden kehittämiseksi. Palvelun tärkeimpiä ominaisuuksia ovat jatkuva tiedon lisääminen, kokonaisuuden hahmottamista helpottava visuaalisuus sekä palvelun virallisiin standardeihin pohjautuva kokonaisuus. Lisäksi palvelu mahdollistaa toiminnan kehittämisen pienin askelin sen porrastetun menetelmän ansiosta. Yksi tärkeä ominaisuus on myös palvelun tarjoama mahdollisuus tietojen helppoon ja nopeaan doku-mentointiin sekä jalostamiseen.

Methodological and Technological Support for the Coordination of Smart Networks of SMEs

Part 2: Behaviour and Coordination

Produção de pellets de madeira no Brasil : estratégia, custo e risco do investimento

Tese (doutorado)—Universidade de Brasília, Faculdade de Tecnologia, Departamento de Engenharia Florestal, Programa de Pós-Graduação em Ciências Florestais, 2015.

Impacto tributario de la facturación electrónica en pequeñas y medianas empresas del cantón Cuenca

Los avances en Tecnologías de la Información y la Comunicación permiten que el hombre se desempeñe de una manera eficiente y esta eficiencia, en gran medida, motiva a las empresas a afrontar nuevos y mayores retos, uno de ellos es la Facturación Electrónica, proceso que provoca en el conjunto de las pequeñas y medianas empresas PYMES, la necesidad de innovar y optimizar sus recursos. La Ciudad de Cuenca se destaca por su desarrollo social y económico, proporcionándole ventajas para consolidar políticas en diferentes áreas; igualmente, Cuenca posee una trayectoria de ser ciudad piloto en varios proyectos. El presente estudio investigativo “IMPACTO TRIBUTARIO DE LA FACTURACIÓN ELECTRÓNICA EN PEQUEÑAS Y MEDIANAS EMPRESAS DEL CANTÓN CUENCA” evalúa la incorporación del sistema de Facturación Electrónica a la pequeña y mediana empresa de Cuenca y las ventajas y desventajas de adherirse a este sistema.

Estudo da viabilidade econômica em campos maduros

When it comes to oil and gas in Brazil is almost certain that we are referring to activities in deep waters off the coast of Campos, Rio de Janeiro, the main field of action of PETROBRAS and a small number of multinational oil companies . Since the Law 9.478/97 allows, by means of concessions, that other companies other than Petrobras, to explore and produce oil and gas domestically. Soon it moved, then the private companies that want small and medium-sized businesses to invest in such activities, forming a segment of independent producers, as occurs in other countries. In this context, this work aims at making an economic feasibility study, is currently analyzing how this thread and focus on the factors that contribute to its development as well as those that constitute barriers. To this end, we conducted a survey examining some mature fields that are in production in order to capture cost information in the phases of project, operation and abandonment. The work also presents an analysis of the results obtained in the survey, identifying the costs higher. With the results obtained through the study used economic engineering tools such as NPV and IRR, using a variety of design scenarios, to study the economic viability of these fields. In scenario 4 was set a production of 4.0 m³ / d of oil, which is an expected average production for several of these fields, whose minimum value of a barrel of oil, to enable this field, was $ 55.00, this value well below what was being practiced in the market today.

Creación de marca mediante la utilización de mecanismos estratégicos comunitarios y marketing

El presente documento pretende mostrar la manera como se debe ejecutar la creación de marca mediante la utilización de mecanismos estratégicos comunitarios y marketing. El objetivo del estudio se basa en encontrar los mecanismos adecuados para el desarrollo y creación de una marca enfocándose en el análisis de las principales prácticas y modelos desarrollados en el área del marketing, examinando el impacto que la marca pueda generar en la comunidad en la cual la organización está incluida, estableciendo además un conexión directa con el modo de vida de los consumidores. Durante el desarrollo del documento se demuestra que las estrategias de marketing aplicadas por cada compañía, sirven para construir una relación estrecha y fuerte con todos los agentes involucrados en la construcción de una marca, principalmente con los clientes, ya que la forma más efectiva de establecer relaciones a largo plazo, es enfocándose exclusivamente en las necesidades desarrolladas por los consumidores, y a partir de ellas ajustar los valores (misión, visión, cultura organizacional, objetivos) de la organización. Estas estrategias comunitarias son también influenciadas por varios factores internos y externos a la organización, los cuales deben ser tenidos en cuenta al momento de elegir la estrategia adecuada. Los mecanismos estratégicos que desarrollan las empresas pueden cambiar significativamente de un sector comercial a otro, la importancia de las necesidades que se deben suplir y el consumidor final se deben evaluar desde un aspecto comunitario, entendiendo como comunidad como el conjunto de grupos sociales y comerciales que tienen relación directa o indirecta con la empresa. Con la investigación llevada a cabo acerca de las estrategias que deben aplicar las compañías se concluye que las marcas reflejan la imagen que la empresa transmite a sus compradores estableciendo una relación emocional entre los consumidores y la marca desarrollada, además de estimular la oferta y demanda del negocio. Se espera que por medio de la obtención de información teórica y conceptual, se pueda aclarar la manera como se puede desarrollar la creación de una marca por medio de la correcta utilización de mecanismos estratégicos comunitarios y de marketing.