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Creativity

Creativity is a crucial skill assessed during case interviews. While traditional case interview preparation often emphasizes analytical and quantitative abilities, creativity is equally important. This skill demonstrates a candidate's ability to think outside the box, develop a wide array of viable ideas, and propose innovative solutions. In this article, we will explore why creativity is vital in case interviews, how interviewers assess it, and strategies to ensure you never run out of creative ideas during your case-solving process.

Table of contents

The Importance of Creativity in Case Interviews

How is Creativity Assessed in Case Interviews?

Demonstrating Creativity in Case Interviews Effectively

Avoiding Creative Blocks in Case Interviews

Key Takeaways

The Importance of Creativity in Case Interviews

Creativity is not just about coming up with any ideas, but about generating a diverse set of sound and practical solutions. During case interviews, candidates are often faced with complex, open-ended questions that require more than just textbook knowledge. These scenarios test your ability to apply common sense, imagination, and innovative thinking to real-world business problems. Demonstrating creativity shows that you can navigate ambiguity and generate strategic insights that could give a company a competitive edge.

💡 Pro Tip: Use our Case Library to familiarize yourself with a variety of business problems and potential solutions. This will help you build a reservoir of ideas to draw from during your interviews.

Company case provided by Company case by

BearingPoint Germany

BearingPoint Case: Nachhaltigkeit on the Road – Potenziale der Kreislaufwirtschaft für den Automobilhersteller

Der Automobilhersteller YourCars denkt zunehmend darüber nach, wie er seine Kosten senken und gleichzeitig seinen ökologischen Fußabdruck minimieren kann. Eine mögliche Lösung besteht darin, die Prinzipien der Kreislaufwirtschaft, insbesondere die „5Rs" – Refuse, Reduce, Reuse, Repurpose, Recycle – in seine Produktionsprozesse zu integrieren. Hauptziel dieser Überlegungen ist es, den Verbrauch und die Verschwendung von Ressourcen zu minimieren, die Lebensdauer von Produkten und Materialien zu maximieren und letztendlich einen nachhaltigeren und effizienteren Betrieb zu gewährleisten. Zu diesem Zweck beauftragt die Geschäftsführung eine Unternehmensberatung mit der Erarbeitung erster Ansätze. Du als Unternehmensberater:in sollst der Geschäftsführung die Chancen und Risiken des Kreislaufwirtschaftsansatzes erläutern. Darüber hinaus möchte die Geschäftsführung wissen, in welchen Bereichen Einsparpotenziale bestehen. Schlussendlich sollst du basierend auf der Analyse eine Empfehlung aussprechen.

4.3

10.3k times solved

Difficulty: Intermediate

Interviewer-led

Operations strategy

Profitability analysis

Open case

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Deloitte

Deloitte Case: Footloose

Duraflex is a German footwear company with annual men’s footwear sales of approximately €1 b. They have always relied on the boot market for the majority of their volume. In this market they compete with three other major competitors. In the fall of 2019, Badger – one of Duraflex’s competitiors – launched a new line of aggressively priced work boots. The strong success of this line has caused Duraflex’s management to re-evaluate their position in work boots. With limited additional resources, the management must now decide if they should focus their efforts on competing with Badger in the work boot sector, or allocate their resources on further strengthening their position with casual boots. The management team approached you and asked for your advice. In order to advise them on their future work boot strategy please prepare first some insights regarding market size and competitive landscape.

4.4

103.8k times solved

Difficulty: Intermediate

Candidate-led

Competitive response

Market analysis

Open case

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Mercedes-Benz Management Consulting

MBMC Case: Software-Revolution im Automobilsektor

Ein Automobilhersteller hat zu einer Strategiekonferenz mit dem Vorstand eingeladen. Es soll die zukünftige Positionierung des Unternehmens diskutiert werden. Sie sind als Speaker in der Konferenz eingeplant und sollen einige Fragestellungen beantworten, die Sie vom Vorstand erhalten haben. Grundsätzlich kommt es dem Unternehmen darauf an, mit der strategischen Ausrichtung einen mittel- bis langfristigen Wettbewerbsvorteil auf dem Markt zu erlangen.

4.6

8.7k times solved

Difficulty: Intermediate

Interviewer-led

New product

Profitability analysis

Open case

Case by

PrepLounge

Debt & Credit Analysis

This question set covers the fundamentals of debt instruments, credit metrics, and risk assessment. It mixes definitions, calculations, and case-style questions to prepare you for corporate finance and investment banking interviews.

5.0

100+ times solved

Difficulty: Intermediate

Interviewer-led

LBO (Leveraged Buyout)

Non-conventional

Open case

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E.ON Inhouse Consulting

E.ON Inhouse Consulting Case: E-Mobility

Climate change has become one of the biggest challenges in the 21st century, and with roughly 75% of all CO₂ emissions coming from energy, this sector plays a key role in the transition to a reduced carbon footprint. E.ON has taken up on the challenge to promote more sustainable and efficient energy solutions throughout its whole customer spectrum. Correspondingly, a shift towards more sustainable energy consumption is noticed across the globe with many cities having set themselves ambitious climate targets, among those are: - Copenhagen -100% CO₂ emissions by 2025 - Amsterdam -60% CO₂ emission by 2030 - New York -40% CO₂ emissions by 2030 With E.ON focusing entirely on the “new” energy world, we have become the partner of choice for solutions propelling the energy transitions. Mr. Jensen, the mayor of Essen has come to E.ON requesting our help to accelerate the transition for his city. Essen is a city with about 600,000 inhabitants and prides itself as a forward-thinking one with lots of ambitions to become green itself. The economy is well and with his freshly won election the mayor looks forward to put its promised big initiatives into real projects.

3.6

16.0k times solved

Difficulty: Intermediate

Interviewer-led

Market analysis

Market entry

Market sizing

Profitability analysis

Open case

Expert case by

Ian

Bain + BCG Hot Wheels - Part 2 WITH VIDEO SOLUTION

Our client is Korean Car Parts (KCP), a multi-national original equipment manufacturer (OEM) of car parts based in Korea. They've recently seen a decline in profits and have brought us in to understand how to address this falling profitability. ================================================= To get a deep-dive explanation of the case leadership behind this case, please read this article: Candidate-Led Cases: What to Expect With Example Cases This case is part two of a series. The goal of this series is to demonstrate how an identical case prompt (and corresponding framework) could lead to multiple different outcomes. The goal is to train you to adjust to case information in an agile and adaptable way. The 1st part of the series can be found here: Case - BCG Hot Wheels With Video Solution

4.4

6.9k times solved

Difficulty: Beginner

Candidate-led

Market analysis

Profitability analysis

Open case

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E.ON Inhouse Consulting

E.ON Inhouse Consulting Case: Heating Systems

The European Union pursues the target of lowering the CO₂ emissions of their residents. Therefore, the EU introduced a CO₂ tax to create incentives for consumers to switch to more climate friendly alternatives and stabilize carbon dioxide emissions. Accordingly, and as E.ON’s strategy focuses on creating a better tomorrow for its customers, E.ON is investing significantly to grow its ‘Customer solutions’ area with climate-friendly solutions, including its heating solutions business. You have recently joined E.ON Inhouse Consulting and E.ON’s Head of Heating Solutions has hired you to conduct an analysis concerning the European CO₂ tax. Specifically, you are asked to assess whether the EU uses the right tool to steer consumers towards more climate-friendly heating systems.

4.2

5.0k times solved

Difficulty: Intermediate

Interviewer-led

Market analysis

Open case

Expert case by

Francesco

Bain 1st Round Case – AirService [NEW]

Our client today is AirService – a service provider for a number of airlines and airports. Their management recently realized a decrease in profits that is linked to increasing costs. Accordingly, they have engaged our firm to help address this issue. How would you approach this problem?

4.8

11.2k times solved

Difficulty: Intermediate

Candidate-led

Operations strategy

Profitability analysis

Open case

Case by

PrepLounge

McBurger

A large fast food chain has hired us to improve the company’s profitability by cutting costs. Before engaging in the initial brainstorming session about your client’s options with your team, you first want to collect your thoughts.

4.3

15.6k times solved

Difficulty: Beginner

Interviewer-led

Profitability analysis

Open case

Expert case by

Ben

ProfitWizardry: Maximizing Hogwarts University's Magical Margins

Your client is Hogwarts University. Their President, Dr. Albus Dumbledore, is concerned with the university’s profitability and needs your help in determining the best course of action.

0.0

300+ times solved

Difficulty: Intermediate

Candidate-led

Profitability analysis

Public sector

Open case

Case by

PrepLounge

Gambling Business

Poker Inc. is currently operating four casinos in Royal City. Competitors are right now planning to open up a rival casino in Kingsville. Poker Inc. has hired our company in order to assess the consequences of the possible competitor opening and what strategies Poker Inc. should follow.

4.3

11.9k times solved

Difficulty: Intermediate

Interviewer-led

Competitive response

Market entry

Profitability analysis

Open case

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Oliver Wyman

Oliver Wyman Case: Full Electrons Ahead

Your client, large automotive OEM WyCar, has developed its first fully electric vehicle (EV) and introduced it as a pilot on the Austrian market last year. However, sales have been far below the expected numbers. The management has engaged you to support them in understanding the reasons and advise them on how to adjust the product offering.

4.4

141.7k times solved

Difficulty: Intermediate

Candidate-led

Growth strategy

Market analysis

Market sizing

Operations strategy

Open case

Case by

PrepLounge

Inverto Case: VacuLuxe Innovations' Supply Chain Makeover

The client, VacuLuxe Innovations, is a manufacturer for vacuum pumps, e.g. rotary vane pumps, cryogenic pumps located in Germany. The company has grown from a start-up to a major corporation over the last 50 years. However, after benchmarking the economics of their business, the client discovered that their direct spend (i.e., COGS supplier spend) represented a higher percentage of their revenue than their closest competitors. The client's top management has engaged the SCM and procurement specialized consultancy Inverto to advise the company in this critical situation. An initial meeting with the CPO of VacuLuxe Innovations will be conducted tomorrow. VacuLuxe Innovations aims to discuss optimization potentials in the current collaboration with suppliers as well as levers to improve the supply chain resilience & carbon footprint. Unfortunately, VacuLuxe Innovations has only submitted the following high level data for their direct spend yet.

4.1

19.4k times solved

Difficulty: Intermediate

Candidate-led

Operations strategy

Organizational behavior

Profitability analysis

Open case

Expert case by

Ben

Winter Wall Revival: Advising Knight’s Watch Municipality on Public Sector Strategy

Your client is the Knight’s Watch Municipality. Their governor, John Snow, has engaged you, explaining that an evil army composed of White Walkers plans to destroy all of Westeros. He tells you that the Northern Kingdom is the only fortress capable of stopping this force. However, the wall is severely damaged from previous battles. Governor Snow needs our help determining what steps to take in repairing the wall before the White Walkers arrive.

0.0

900+ times solved

Difficulty: Intermediate

Candidate-led

Non-conventional

Operations strategy

Public sector

Open case

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Otto Group one.O

Otto Group Case: StyleNow - Wenn Wachstum die Marge kostet

StyleNow ist eine Online-Modemarke der Otto Group, die Damen- und Herrenbekleidung ausschließlich über den eigenen Onlineshop vertreibt. In den letzten drei Jahren ist der Umsatz kontinuierlich gewachsen – unter anderem durch den gezielten Ausbau des Sortiments um neue Kategorien und Marken. Die Profitabilität hat sich jedoch trotz des Wachstums deutlich verschlechtert und das Unternehmen hat im gerade abgeschlossenen Geschäftsjahr erstmals ein negatives Ergebnis erzielt. Der Vorstand von StyleNow bittet das Inhouse Consulting um eine Analyse der Ursachen sowie eine konkrete Handlungsempfehlung. Hinweis zur Sprache: Zur besseren Lesbarkeit verwenden wir in diesem Case teilweise das generische Maskulin. Selbstverständlich sind damit alle Personen gleichermaßen gemeint.

4.8

900+ times solved

Difficulty: Intermediate

Interviewer-led

Growth strategy

Open case

Case by

PrepLounge

Fire & Water Remediation Services

We are a profitable American provider of fire and water remediation services. We are generally hired by insurance companies to provide cleaning services in the wake of burning and flooding damages. We we would like your counsel on whether to enter the growing USA traditional residential cleaning market or not. Traditional housecleaning usually takes place 2-3 times per month.

4.3

8.5k times solved

Difficulty: Intermediate

Candidate-led

Market analysis

Market entry

Market sizing

New product

Open case

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SET Management Consulting

SET Case: Your own Management Consultancy

As one of three management consultants with many years of experience, you have SET yourself the goal of founding your own management consultancy. The topics, contents and solution offering with which you can advise and support potential customers are clear. The legal company is already founded and registered in the commercial register. Now you must pitch your business plan to the banks to get the necessary start-up financing! Especially the banks are interested in the underlying rationale of the SET Management Consulting business model. Your goal is to think of relevant financial KPIs and be prepared to explain the underlying revenue and cost streams in more detail.

4.4

21.0k times solved

Difficulty: Intermediate

Interviewer-led

Market entry

Profitability analysis

Open case

Expert case by

Dennis

Opportunity Assessment: Alternative Revenue Streams for a Salt Mine

Salty Boy Inc. is an underground salt mine in Texas whose new leadership are supporters of the circular economy. Circular economy provides a pathway towards more sustainable production and consumption patterns – CE introduces circularity to many areas of production cycles and encourages using renewable, regenerative inputs (e.g., energy) and minimizing systematic leakage (e.g., waste). After decades of extracting salt form the earth, Salty Boy’s new leadership find themselves in possession of a network of empty, temperature and moisture stable tunnels located conveniently near major fiberglass waste sources and logistics networks. As a result, Salty Boy sees the potential for an alternative revenue stream. Their rationale is that they have ample and well-located storage capacities in their tunnels that they could use to position themselves well for an emerging recycling trend that could turn fiberglass waste into an eco-friendly and valuable raw material. Salty Boy is looking for your help to assess this potential opportunity.

4.0

900+ times solved

Difficulty: Intermediate

Candidate-led

Market analysis

Market entry

Market sizing

Sustainability

Open case

Company case provided by Company case by

Roland Berger

Roland Berger Case: Onlinestar

Onlinestar, an online retailer of furniture and garden products (core business), has grown significantly in recent years as a result of an expansion of its product portfolio. The company mainly imports goods from Chinese manufacturers but also operates its own production of cat lavatories (special business) in Eastern Europe. The company sells its goods via Amazon and eBay, and recently via an online shop on its website. Despite this development, the financial ratios have deteriorated in recent years. In particular, the gross profit margin decreased significantly. Combined with a significant increase in shipping costs, this led to a negative result for the first time in the recently ended fiscal year and a resulting strained financial situation. Against the background of expected stagnating sales for the current financial year, short-term action is required. The board of Onlinestar asks you for an analysis of the reasons for the negative result as well as a derived recommendation for action. As a consultant, you should bring in your knowledge in online trading and develop solutions. In addition, the management board would like to receive a sales and gross profit plan from you for the current financial year.

4.2

116.7k times solved

Difficulty: Intermediate

Candidate-led

Growth strategy

Market analysis

Profitability analysis

Open case

Case by

PrepLounge

Practical LBO Interview Questions Set

This set of questions helps you apply key LBO concepts in practical, realistic interview scenarios. You'll explore how leveraged buyout logic is used to assess deal structures, compare financing options, and evaluate the impact of working capital changes, covenants, and dividend recapitalizations on investor returns. In total, walking through this set in an interview would take approximately 35 minutes, making up around 70% of a typical 45-minute interview. Below, you’ll find model answers for each question, along with tips for the interviewer on what to look for in candidate responses.

5.0

500+ times solved

Difficulty: Intermediate

Interviewer-led

LBO (Leveraged Buyout)

Open case

How is Creativity Assessed in Case Interviews?

Interviewers typically assess creativity through open-ended questions that lack exhibits or starting information. These questions challenge candidates to think on their feet and come up with multiple solutions independently. For example, you might be asked how to increase a company's market share without being given specific data points or frameworks. The expectation is to generate a variety of ideas, usually aiming for at least five distinct concepts. This not only showcases your creativity, but also your ability to think deeply and broadly about a problem.

💡 Pro Tip: Check out our Brain Teaser Collection to sharpen your creative thinking skills and prepare for unexpected questions.

Brainteasers

Challenge Your Logical and Numerical Thinking

Keep calm!

Demonstrating Creativity in Case Interviews Effectively

While creativity is important, maintaining structure in your answers is equally crucial. Here are some strategies to effectively showcase your creativity during a case interview:

Organize by themes: Instead of listing random ideas as they come to mind, group your thoughts into high-level themes. This approach demonstrates structured thinking and helps you cover different aspects of the problem comprehensively. For instance, if asked to improve customer satisfaction, you might categorize your ideas into themes like product quality, customer service, and marketing strategies.

💡 Pro Tip: Use our Structuring Drills to practice breaking down complex problems into manageable themes. This will help you organize your ideas logically during interviews.

Drills

Structuring, logical, and numerical reasoning drills prepare you for the big day!

Check out drills

Sense-check ideas: Ensure that your ideas are practical and can be implemented in the given context. It’s important to show that your creative solutions are not just imaginative, but also feasible. Discuss the potential impact and challenges of each idea briefly to indicate your practical understanding.
Differentiate between quick wins and long-term solutions: Highlighting a mix of immediate actions and strategic, long-term initiatives shows that you can think short-term and long-term. Quick wins might include small adjustments that can be implemented quickly with minimal resources, while long-term ideas might involve significant investments or strategic changes.
Summarize and wrap up: After brainstorming, summarize your ideas along the key themes and indicate how they inform your overall answer to the case. This step not only reinforces your structured approach but also helps the interviewer follow your thought process and the rationale behind your recommendations.

Avoiding Creative Blocks in Case Interviews

Running out of ideas can be a challenge during a case interview. Here are some tips to keep the creative juices flowing:

Mind map on how to be creative in Case Interviews with four tips: using frameworks as starting points, being inspired by business news, practicing regularly with cases, and avoiding stress while collecting ideas.

Preparation: Familiarize yourself with common business problems and innovative solutions. Reading case studies and business news can provide a wealth of ideas and inspiration.
Practice: Regularly practice with case scenarios to build your creative muscle. The more you practice, the easier it becomes to generate ideas on the spot.

👉 Participate in Mock Interviews on PrepLounge to simulate real interview conditions and receive feedback on your creative thinking.

Use frameworks: While creativity goes beyond traditional frameworks, they can serve as useful starting points to ensure you cover all bases. Customize and expand upon these frameworks with your unique insights.
Stay calm and positive: Stress can stifle creativity. Stay calm, take a deep breath, and approach each question with a positive mindset.

💡 Pro Tip: Use our Stress Question Tool to improve your ability to stay creative and focused under pressure.

Stress Questions

Be prepared for your personal fit interview and stay calm under pressure.

Answer questions

Key Takeaways

Creativity is a vital component of case interview success, reflecting your ability to generate diverse, practical, and innovative solutions. By organizing your thoughts into high-level themes, ensuring the feasibility of your ideas, balancing quick wins with long-term strategies, and summarizing your key points, you can effectively showcase your creativity. Preparing thoroughly, practicing regularly, and maintaining a positive attitude will help you keep your ideas flowing. Embrace the creative challenges of case interviews, and you’ll be well on your way to impressing your interviewers and securing that coveted consulting role.

Let's Move On With the Next Articles:

Business Sense

Consulting Skills & Preparation

Business sense refers to the ability to quickly grasp economic dynamics and make decisions that are both strategically and commercially sound. In consulting, it’s not enough to repeat theories from your business degree. What matters is a deep understanding of how companies operate, what drives markets, and what different stakeholders are aiming to achieve. Consultants with strong business acumen can quickly adapt to new industries, understand client needs, and set priorities that make economic sense. They don’t just ask, “What is analytically correct?” – they also ask, “What truly benefits the company?” This mindset often makes the difference in a case interview.

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Presentation and Communication

Consulting Skills & Preparation

The majority and the most obvious part of preparation is, of course, the substantive preparation for your case interview. However, you also need to present what you have learned in a way that gives your interviewer an impression of your personality and character. This means that you must appear confidentand communicate clearly and precisely. The best preparation is useless if you come across as closed-off and insecure. As a consultant, you must always appear trustworthy and confident when interacting with clients to be taken seriously and to enable you and your team to work in a solution-oriented manner. This is already tested in the case interview – albeit indirectly ;)

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General Knowledge

Consulting Skills & Preparation

In case interviews, having solid general knowledge can make a big difference, especially in market sizing questions. Knowing basic facts about regions, population sizes, and economic indicators helps you build stronger arguments. It’s not just about the analysis itself but also about showing interviewers that you understand global trends and can quickly process key information — an important skill in consulting. In a case interview, quick and accurate estimates are essential. For example, if you're asked to evaluate the potential market for a product in a specific country, having solid data — like the population size — is crucial. Without this information, it can be challenging to make a meaningful calculation. In addition to national market data, it's important to know about key global markets. Being familiar with major economic regions like the U.S., China, and the EU is valuable because large consulting firms such as McKinsey and BCG operate extensively in these areas. A solid understanding of these regions shows that you can think about global factors and helps you stand out from other candidates. What Your Knowledge of Population, Economy & Geography Says About You Having strong general knowledge in specific areas not only shows that you are well-prepared, but also that you can quickly understand economic relationships—a crucial skill in consulting. When you have information like population sizes or a country's Gross Domestic Product (GDP) at your fingertips, you can quickly verify assumptions and make informed decisions, which is exactly what case interviews expect. Additionally, your knowledge of these topics demonstrates a genuine interest in world affairs and your ability to recognize and understand global trends. This insight is vital for evaluating how political, economic, and social changes affect businesses. It also highlights your capability to absorb and use complex data effectively. Population Country/Region Population (approx.) Worldwide 8.05 billion China 1.426 billion India 1.419 billion Europe (EU states) 450 million USA 335 million Indonesia 277 million Brazil 203 million Russia 143 million Japan 124 million Germany 83 million UK 68 million GDP Forecast in USD for 2024 Country/Region GDP 2024 (approx. in trillions USD) Worldwide 105 trillion USD USA 25 trillion USD China 18 trillion USD Japan 4.3 trillion USD Germany 4.5 trillion USD France 3.0 trillion USD UK 3.1 trillion USD India 3.9 trillion USD Italy 2.2 trillion USD Brazil 2.1 trillion USD Canada 2.2 trillion USD Key Data to Know for Your Case Interview In case interviews, making quick and accurate estimates is key. A good grasp of units, along with basic fraction and percentage calculations, is essential for working efficiently. Additionally, being comfortable with time units is important for making rough estimates and calculations. The table of larger and smaller time units below provides a handy overview of commonly needed values. These fundamental skills help you tackle tasks confidently and quickly. Overview of Time Conversions: Days, Weeks and Hours Larger Units Smaller Units Days/Year 365 days (In leap years: 366 days) Days/3 Years 1,095 days Days/4 Years 1,461 days (including 1 leap year) Weeks/Year 52 weeks Hours/Week 168 hours Seconds/Hour 3,600 seconds Conversion of Fractions to Percentages and Decimal Values Fraction Percentage Decimal 1/5 20% 0.20 1/6 16.67% 0.1667 1/7 14.29% 0.1429 1/8 12.5% 0.125 1/9 11.11% 0.1111 1/10 10% 0.10 1/11 9.09% 0.0909 1/12 8.33% 0.0833 1/13 7.69% 0.0769 1/14 7.14% 0.0714 1/15 6.67% 0.0667 1/16 6.25% 0.0625 1/17 5.88% 0.0588 1/18 5.56% 0.0556 1/19 5.26% 0.0526 1/20 5% 0.05 Remember, it’s not enough to just memorize these numbers—you also need to be able to calculate with them effectively! Use our Mental Math Tool to specifically train your math skills and prepare for your next interview.

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