This case addresses the strategic use of IT capabilities by companies to attain a competitive advantage and explore new market opportunities in mature and emerging markets. Centred on Klook, a leading OTA in Asia, the case addresses the adaptation of post-COVID business models by changing the B2B e-commerce model away from the saturated B2C market space. Klook’s ongoing digital transformation aligns with B2B needs and enables the company to catch up with industry competition.

This case illustrates the shift in the OTA business from B2C to a B2B e-commerce model, leveraging B2B SaaS solution.  Students will learn platform economy concepts and the distinctions between B2C and B2B e-commerce models. Using Flickket, Klook’s B2B SaaS solution, students can learn how to evaluate the system capabilities of a B2B solution and understand how to leverage IT strengths for competitive advantages. Students can also discuss and compare IT-enabled business expansion strategies into mature and emerging markets.

After studying this case, students will be equipped to analyze market situations, considering factors such as market potentials, technology infrastructure, and socioeconomic development. Students will be able to discuss expansion strategies for B2B solutions, weighing the potential and profitability of different regions, whether mature or emerging markets.