The Reverse Takeover: Implications for Strategy‪.‬

INTRODUCTION Do you remember ValuJet? After a horrific crash in the Everglades which killed 105 passengers this low cost air carrier reinvented itself as the successful AirTran Airlines. The Mississippi Long Distance Discount Service (LDDS), a regional low cost telephone service, became Worldcom. Fredericks of Hollywood, the bawdy women's undergarment firm, is transforming into an innovative worldwide brand. The mechanism for each of these transformations was the reverse takeover (RTO).