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ImageStream Internet Solutions Inc is a privately held company in its 9th year of operation ImageStream engineers manufactures and distributes Linux-based routing products for network and Internet applications ImageStream products are used by Internet service providers ISPs governments schools and businesses in more than 75 countries around the world As ImageStream Internet Solutions moves toward its next decade market forces pressure require ImageStream like most high technology companies to be fast and responsive The company faces constant change in demands and needs along with the pressures of mission creep in the face of limited resources It is against this backdrop that ImageStream was faced with potential changes in its core warranty service offerings ImageStream primary competitor Cisco Systems offers compelled service contracts To receive technical or warranty support software upgrades or security patches on Cisco equipment customers must have a current Cisco SMARTnet contract Cisco Systems 2003 Customers often feel compelled yearly to shell out for a service contract they have never used Lafky 2003 Jeff Broadwick ImageStreams Vice President of Sales says that complaints about unused contracts and compelled contracts for software upgrades constitute a majority of the issues raised by Cisco SMARTnet customers Broadwick personal interview November 25 2003 ImageStreams sales and marketing staff financial staff and customers framed the service contract problem differently based on the forces influencing their critical thinking processes Internally ethics and corporate philosophy influenced the sales and marketing staff leading to persuasive and logical arguments against service contracts Economic concerns influenced ImageStreams financial team to make scientific and logical cases for implementation of service plans Externally customers and potential customers persuasive arguments were colored by various cultural financial and ethical influences ImageStreams sales and marketing staff traditionally defined service contracts as winlose situations In most cases electronic equipment today is reliable and rarely needs replacement Even the most complex parts among ImageStream router components for example have a 72000 hour mean time before failure ImageStream 2003 Customers purchasing
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