The problem isn't that the company isn't performing, the problem is leadership that has either no vision or the wrong focus. Or both. As a result, the direction is totally wrong for long-term viability and thus is not an attractive investment vehicle. The constant volume of shorts is a pretty good indicator of what the investing market thinks of your strategy.
Quarterly stock price targets are not the way to run a business. Cost cutting isn't the only way to increase profitability. Answering the wrong questions from the wrong people and trying to become something they will never be is the problem. Ridiculous money is spent on external consultants that kowtow to the check-signers, all while ignoring whatever insights and direction that could be capitalized on from a captured resource (employees).
The absolute void of any compelling products is more than a flag or bell, it's an air raid siren that your current product development and marketing leads need to be shown the door. Speaking of firing people...I guarantee you that if C-level compensation had an adjustment tied to involuntary separation percentages, there'd be more focus on strengthening the network and more effective partnerships on product offerings to increase revenue and margin instead of cutting headcount to reduce salary cost.
If even the most unanswerable profession of tenured university professors have to submit to the scrutiny of student evaluations, then this group of execs should surely be subject to a review by the rank and file workforce. It would certainly be eye-opening.
Leadership is still stuck in a 1980's mentality, competing against 2015 customer needs, ignoring or eliminating their primary assets, and trying to transform into something that, by the time it's accomplished, will be obsolete. All these ill conceived ideas have saddled the company with mounds of debt. Now the company credit worthiness has been downgraded, increasing the inability to take advantage of any emerging opportunities. It's going to be a continual slide into mediocrity until this crop of cufflinks is taken to the pawn shop.