Critial Thinking and Forces of Influence Case Study MGT350.

ImageStream internet Solutions, Inc. is a privately held caller-up in its 9th stratum of operation. ImageStream engineers, manufactures, and distributes Linux-based routing products for network and Internet applications. ImageStream products are used by Internet go 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, same most high technology companies, to be fast and responsive. The company faces constant change in demands and needs along with the pressures of electric charge creep in the face of limited resources. It is against this backdrop that ImageStream was set about with potential changes in its core guaranty service offerings.

ImageStream uncomplicated competitor, Cisco Systems, offers compelled service contracts. To receive technical or warranty support, software upgrades, or security patches on Cisco equipment, customers moldiness have a current Cisco SMARTnet contract (Cisco Systems, 2003). Customers practically 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 absolute majority of the issues raised by Cisco SMARTnet customers (Broadwick, personal interview, November 25, 2003).

ImageStreams sales and merchandising staff, financial staff and customers framed the service contract business differently, based on the forces influencing their critical thinking processes.



Internally, ethics and incorporate philosophy influenced the sales and market staff, leading to persuasive and dianoetic 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 obscure by various cultural, financial and ethical influences.

ImageStreams sales and marketing staff traditionally defined service contracts as pull round/lose situations. In most cases, electronic equipment today is received and rarely...

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