AMRN clearly should be taught in business schools as a prime example of how having a great product with strong science does not guarantee success if the company is poorly managed. Frankly, AMRN's management has been nonsensical for the most part. Their failure to market correctly, failure to understand medication distribution, failure to understand physician prescribing habits, failure in letting the med be labelled "fish Oil" ,failure in allowing NIssen to repetitively attack them , failure in understanding what venue to have their cases tried, failure to understand generics and that's only the tip of the iceberg ,destroyed what should have been a blockbuster medication. for the # 1 killer Marketing as a 'statin enhancer ' would have opened so many more doors and enabled MD prescribing - this is just one of hundreds of errors.
I realized that the only certainty with AMRN is - buffoonery. I begin to short the stock knowing management would screw it up. I have made most of my money back on this strategy. (Un)fortunately that strategy probably has little play left - unless the entire medial community buys into the mineral oil scenario ( which NIssen may be successful in propagating). If Denner can take over that may help . MY guess is that BB may be talking to Denner and actually may have facilitated him coming on board. I would warn longs not to hang your hat on a single savior like Denner . UNtil such time that I see Denner actually taking the reigns (buy)or NIssen and the medical community buying into the mineral oil issue (short) I will remain on the sidelines.
