If he is such a bad manager, and his market strategy so flawed, how was he able to catch BH in just 4 years, drive Nobel to discounting up to 60% assuring 2 years of steady decline and build a business worth $300M?
It is a good success story, but let´s take a look at how and why it happened, and most importantly, will it continue?
Our hero sold his company for just over $100,000,000 several years ago and then decided to try out a new venture "Nizjet" which for some reason was gone in a very short time. As he still had some money left, he invested into implant machines and decided to go cheap. This could have gone either way, but since he had the capital to pump into the staff, he could keep his head above water.
As with the Koreans, he hit the market with cheap copies, winning over a number of dentists, just like the Koreans. So far, fair enough. If you have the money, you can get away with it.
Sybron, as we all know, had some very bad experiences with their first implant companies and were looking for an investment into something larger. Dont be surprised, they have been looking for several years, but most we simply not selling. With Niznick, who had been looking for a buyer for some time, they saw an opportunity and jumped at it.
Was it a good deal? No one is certain, but several of the top Sybron managers have already regretted the purchase and have resigned from ID. From the rep side of things, ID is a nightmare while you are awake.
The biggest question, will ID continue to make its numbers? Not with the current overhead and spending. But that doesnt seem to be the main issue, ID profit margin and sales will depend on what the other companies i.e. Koreans etc., are doing to the low price market.
At the AO I was told by several that ID´s prices are beginning to slide into the mid range sector while in foreign markets they are already moving into the upper level as far as pricing.
If we think back, Comodore was also the market leader in cheap computers years ago. Where did they go?