Picking short term price movements, to my mind, is notoriously difficult. My efforts in this have resulted in poor outcomes just as often as good outcomes.
I believe that marketing effort should be applied to assist in the recovery from the FDA fiasco and to maximise the value of Axiron revenue. I am sure that the numbers will look better than they do if Lilly was in sell mode. Good marketing really does make a difference.
For this reason, it seems a no brainer that we re-negotiate the royalty bonus in order to get more investment in marketing as there are no signs we will ever get the bonus at the current level of marketing effort. Hence if we can trade something that is worth nothing for more sales, then that is a hard headed and sensible approach. Trusting to luck might in the end work, but is not a great business strategy.
Unfortunately, I am not getting any feel that we have a hard headed approach to business at ACR.
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