NEW YORK (TheStreet) -- Shares of GoPro (GPRO) were higher in Friday afternoon trading, after the wearable camera company's stock had plummeted in the morning following its disappointing third quarter results.

GoPro reported a loss of 60 cents per share on $240.56 million in revenue after the market closed on Thursday. Results fell short of the 36 cents loss on $314.06 million in revenue that analysts were expecting.

Despite the rally, Ritholtz Wealth Management CEO Josh Brown doesn't think the company has a standalone future.

"That's the best case scenario, is that someone with a much, much bigger [consumer base] wants the intellectual property, wants the brand or something," he said Friday on CNBC's "Halftime Report." "I don't know that this is something I want to be in standalone."

Separately, TheStreet Ratings objectively rated this stock according to its "risk-adjusted" total return prospect over a 12-month investment horizon. Not based on the news in any given day, the rating may differ from Jim Cramer's view or that of this articles's author. TheStreet Ratings has this to say about the recommendation:

We rate GOPRO INC as a Sell with a ratings score of D. This is driven by multiple weaknesses, which we believe should have a greater impact than any strengths, and could make it more difficult for investors to achieve positive results compared to most of the stocks we cover. The company's weaknesses can be seen in multiple areas, such as its feeble growth in its earnings per share, deteriorating net income, disappointing return on equity, weak operating cash flow and generally disappointing historical performance in the stock itself.

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