Consulting Consulting

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.

 

 

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
10.2k times solved
Difficulty: Intermediate
Interviewer-led
Operations strategy
Profitability analysis
Company case provided by Company case by
Mercedes-Benz Management Consulting
MBMC Case: AMG | Turning the most affluent prospects into loyal clients
Mercedes‑AMG stands for uncompromising performance, engineering excellence, and emotional driving experiences. Yet recently, AMG’s top management has become concerned that while the product itself continues to exceed customer expectations, the moment of purchase no longer does. The trigger for this case was a concrete incident: a highly affluent customer configured an AMG top‑end vehicle in detail, was technically convinced, but ultimately decided against the purchase, stating: “It’s a fantastic car – but it didn’t feel special.” For the CEO of Mercedes‑AMG, this statement raises a critical question. In the luxury and performance segment, emotional differentiation at the point of decision is as important as horsepower or technology. Against this backdrop, AMG is exploring new ways to elevate the buying experience for its most valuable customers. One idea under discussion is the introduction of AMG Individualization Hubs – exclusive physical spaces where customers would finalize their vehicle together with AMG experts in a highly personalized and immersive setting. The management now asks you and your Consulting Team to assess this idea holistically: How can AMG strengthen emotional differentiation during the purchase decision, and do Individualization Hubs represent a strategically sound and economically viable solution? The objective is to develop a clear recommendation that balances brand impact, customer experience, and profitability.
4.8
16.6k times solved
Difficulty: Intermediate
Interviewer-led
Growth strategy
New product
Profitability analysis
Company case provided by Company case by
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.
4.4
4.9k times solved
Difficulty: Intermediate
Interviewer-led
Market analysis
Expert case by
Franco
BCG Platinion – RetailCore: Legacy Integration
Note: this case focuses on technology strategy and architecture and is primarily designed for candidates pursuing technology specialist tracks (e.g., McKinsey Digital, BCG Platinion, Accenture Strategy). RetailCore is a European fintech founded in 2016 and headquartered in Amsterdam. The company offers current accounts, personal loans, and credit cards to 2.4 million customers across six markets (IT, DE, FR, NL, ES, PL). RetailCore grew rapidly by adopting a cloud-native microservices architecture. However, in 2022 it acquired a traditional German bank (LandBank) to accelerate its full banking licence. The acquisition brought a legacy IBM z/OS mainframe from the 1990s into the heart of the platform. The CTO estimates that 60% of all production incidents over the past 18 months are attributable to integration friction between the two systems. The CEO of RetailCore has engaged you as a BCG Platinion team. The Board has made available an extraordinary budget of €28 million over 18 months to solve the technology problem. How would you structure the solution and allocate the budget?"
5.0
800+ times solved
Difficulty: Advanced
Candidate-led
Digital transformation
Mergers & Acquisition
Company case provided by Company case by
zeb Consulting
zeb case: Quo vadis, customer?
The bank "His Earlship Charles", a domestic retail and private bank is in a difficult situation. Profits have been declining over the past years due to the ongoing low interest rates set by the central bank. Additionally, the bank is suffering from a decreasing number of customers. The board of directors is worried about digitalization and wondering, whether the bank is adequately prepared for it. Please analyze the situation of the client and develop means to sustainably increase profits. Consider the worries expressed by the board of directors.
4.3
82.3k times solved
Difficulty: Advanced
Candidate-led
Operations strategy
Profitability analysis
Case by
PrepLounge
Power Pills
Our client is Multifit, a producer of vitamin pills. Their primary customers are health stores and pharmacies. Right now they are considering entering the health foods and beverages market. Your task is to give them a recommendation on what they should do.
4.3
13.1k times solved
Difficulty: Intermediate
Candidate-led
Market analysis
Market entry
Public sector
Case by
PrepLounge
REA Reinsurance
Your client, REA, is a reinsurance company. REA recently acquired another reinsurance company (approximatively same size): the choice of this company was notably based on its product portfolio as well as its market presence which appeared complement with REA. However, the acquisition is not well received by the market. The acquisition price is considered too high and the transaction has not been well graded. REA management asks you to evaluate the transaction.
4.0
12.8k times solved
Difficulty: Advanced
Interviewer-led
Mergers & Acquisition
Company case provided by Company case by
Volkswagen Group Consulting
Volkswagen Group Consulting Case: Wo soll produziert werden?
Ihr Kunde ist in einem globalen Automobilkonzern dafür verantwortlich ein neues Produkt mit einem Volumen von 140.000 Fahrzeugen über den gesamten Produktionszeitraum auf den Markt zu bringen. Bedingt durch finanzielle Anspannung liegt ein besonderer Fokus auf den Kosten.
4.3
15.2k times solved
Difficulty: Intermediate
Interviewer-led
Market entry
New product
Pricing
Case by
PrepLounge
Laos Tire
A manufacturer of tires in Laos has had a monopoly in the market for years due to high tariff on imports. If foreign producers wanted to import tires, they would have to pay a high import tariff which makes up 40% of the total cost to produce and ship to Laos. The Laotian government has now decided to lower the tariffs by 4% each year for the next ten years to open up the market to foreign companies and achieve lower consumer prices. Our client is concerned this move will affect their market position and hired us to investigate the effects and help them decide what to do.
4.4
9.3k times solved
Difficulty: Intermediate
Interviewer-led
Competitive response
Market analysis
Profitability analysis
Expert case by
Hagen
Baby Formula
BabyformulaCo is a leading producer of baby formula with a 30% market share in the US that is looking for ways to increase their market share without significantly lowering profitability. Recently, a Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) for low-income women and their children was introduced, which provides vouchers to purchase baby formula. The client is interested in bidding for the tender contracts but needs help in determining the appropriate bidding price.
4.3
20.5k times solved
Difficulty: Intermediate
Candidate-led
Competitive response
Growth strategy
Pricing
Profitability analysis
Case by
PrepLounge
Bodybuilding Made Easy
Your client is a newly founded protein company. Its owners are two brothers. One of them is a chemist and the other one is a very famous fitness model and personal trainer on YouTube. They intend to enter the nutrition supplements industry where they want to focus on protein supplementation for bodybuilding. The chemist has the capabilities to produce protein products for this industry. He has used this knowledge and a substantial loan to build a factory in Germany that would allow the brothers to mass produce their protein products. The brothers have approached you to advise them on how they can use their capabilities to profitably sell their product using their factory in Germany. They request very practical advice on how to get their product from their factory into the hands of the consumer at a profit.
4.0
11.4k times solved
Difficulty: Advanced
Candidate-led
Market analysis
Market entry
Market sizing
New product
Operations strategy
Company case provided by Company case by
OC&C
CleanWave – When the Suds Settle
CleanWave is a leading branded manufacturer of dishwashing products in Germany, primarily selling dishwashing tabs and liquids. During the Covid period (2020–2021), the company experienced unusually strong growth in revenues and profits. Since 2022, however, CleanWave’s revenues and profitability have declined significantly. Management believes this is mainly driven by weaker consumer demand and increased price pressure. You are asked to: - Estimate the size of the German dishwashing market - Analyse the drivers of CleanWave’s declining revenues and profits - Understand the impact of Covid and post-Covid market dynamics - Develop strategic recommendations for CleanWave going forward
4.6
1.1k times solved
Difficulty: Intermediate
Interviewer-led
Growth strategy
Market analysis
Market sizing
New product
Expert case by
Ben
Pedal Pals' Financial Fitness Challenge: Cost Optimization Consultancy
Pedal Pals is an interactive fitness platform with millions of members, offering connected, technology-enabled fitness classes that utilize its proprietary hardware, the Pedal Pal stationary bicycle. Pedal Pals generates strong recurring revenue from its members, who pay subscription fees to access Pedal Pal's Connected Fitness products. Additionally, they have strong sales of the hardware product. Pedal Pals has an admired brand for high quality and sustainability. Recently the company has been challenged by a large, activist investor. The activist investor is citing the plummeting stock price impacting shareholder returns. The activist has attributed the issue directly to poor cost control throughout Pedal Pals. Pedal Pals CEO has hired your organization to determine how to manage its cost issue.
0.0
400+ times solved
Difficulty: Intermediate
Candidate-led
Profitability analysis
Expert case by
Alberto
MBB First Round - FastFashion - Customer Loyalty
FastFashion is a national retail chain in Australia that sells a variety of different clothing brands for men, women, and children. They are one of four major clothing retail chains in the country. Five years ago, they introduced a loyalty program. The Chief Marketing Officer (CMO) of FastFashion wants to assess how this program is doing and what FastFashion can do to improve it.
4.7
1.4k times solved
Difficulty: Advanced
Candidate-led
Non-conventional
Company case provided by Company case by
FTI-Andersch AG
FTI-Andersch AG Case: Turnaround – Global Plastics AG
Sie wurden vom Vorstand der Global Plastics AG beauftragt, die wirtschaftliche Performance der Unternehmens-Gruppe im Rahmen eines Independent Business Review (IBR) zu analysieren und das Management zu beraten. Das Unternehmen ist seit dem 1. Januar 2019 durch eine Kontokorrentlinie i.H.v. € 150,0 Mio. finanziert. Darüber hinaus gibt es keine weiteren Verbindlichkeiten gegenüber Kreditinstituten. Das finanzierende Bankenkonsortium hat aufgrund schlechter Quartalszahlen und einer angespannten Marktlage eine Validierung der Mittelfristplanung angefordert. Die Global Plastics AG produziert weltweit in 5 Werken Kunststoffbauteile für Fahrzeuginnenräume in den Anwendungsbereichen PKW (PT-Segment), LKW (CT-Segment) sowie Land- (AG-Segment) und Baumaschinen (CON-Segment). Global Plastics beliefert primär deutsche Premium-OEMs und gilt als Qualitätsführer im Interior-Markt. Das Unternehmen nutzt dabei patentierte Technologien in den Bereichen Spritzguss, Kunststoffgalvanik sowie Heißprägung. Der Interior-Markt ist zunehmend von einem Preisdruck durch asiatische Wettbewerber geprägt, die den Qualitätsansprüchen europäischer Kunden immer besser entsprechen. Die Global Plastics AG hat Ihnen zur Analyse ihre GuV und Bilanz zur Verfügung gestellt. Dort sind die Ergebnisse der Geschäftsjahre 2019 bis 2021 sowie der Forecast des Geschäftsjahres 2022 enthalten. Bitte lösen Sie die unten aufgeführten Aufgaben.
4.6
3.8k times solved
Difficulty: Beginner
Candidate-led
Restructuring
Case by
PrepLounge
New magazine
Your client is the CEO of a publishing company that publishes an educational magazine and a women's magazine. Although both businesses are profitable, they are not growing fast enough. Thus, the CEO is thinking about starting a third monthly magazine that is targeted towards 30 to 60-year-old men in the US. He wants to know whether he can reach his first-year goal of $15 million in revenue.
4.4
18.7k times solved
Difficulty: Intermediate
Candidate-led
Market entry
Market sizing
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
115.8k times solved
Difficulty: Intermediate
Candidate-led
Growth strategy
Market analysis
Profitability analysis
Company case provided by Company case by
Simon-Kucher
Simon Kucher Case: Unlocking Revenue at AlpenGlide
AlpenGlide is a well-known ski resort located in the Austrian Alps. Their revenues have stagnated over the recent years, and management is concerned that they are not capturing their full revenue potential. AlpenGlide has engaged Simon-Kucher to help understand what’s behind the stagnation and recommend actionable levers to unlock new revenue growth opportunities.
4.2
15.1k times solved
Difficulty: Beginner
Interviewer-led
Growth strategy
Market analysis
Pricing
Company case provided by Company case by
RSM Ebner Stolz Management Consultants
RSM Ebner Stolz Case: Noch zu retten?
Sie werden vom Management der mittelständischen Packaging-Group gebeten, eine Einschätzung zur wirtschaftlichen Lage des Konzerns abzugeben. Im Rahmen der Analyse der operativen Ergebnisse der Auslandswerke soll das Werk identifiziert werden, bei dem der aktuell größte Handlungsbedarf besteht. Davon ausgehend sollen Optionen erarbeitet und bewertet werden, die der Kandidat dem Management im Umgang mit diesem Auslandswerk empfehlen würde und was ggf. auf Basis der Analyse für Rückschlüsse hinsichtlich der Konzernzahlen gezogen werden können.
3.0
12.8k times solved
Difficulty: Intermediate
Interviewer-led
Operations strategy
Profitability analysis
Expert case by
Margot
AltaVia Elevators
Your client is AltaVia Elevators, a Vienna-based elevator manufacturer and the number 4 player in Europe. The company has two businesses: New equipment: AltaVia sells about 20,000 new elevator units per year to construction projects, generating about EUR 1.6 billion in revenue. Service: AltaVia maintains about 400,000 units under paid service contracts, generating about EUR 960 million in revenue. Every installed elevator legally requires certified maintenance, and new units include two years of free maintenance by AltaVia. When that period ends, the building owner decides whether to sign a paid AltaVia service contract or switch to a third party. Paid service customers can also leave AltaVia later. New equipment sales have just reached a record high and the order book is full. Yet group operating profit has declined for the third year in a row. Over the same period, LiftServ, a PE-backed independent service group, has been buying small maintenance firms across Europe and prices standard maintenance about 30% below AltaVia. The CEO wants to know: why is profit falling despite record sales, and what should AltaVia do about it?
5.0
600+ times solved
Difficulty: Intermediate
Interviewer-led
New
Profitability analysis

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.

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.

  • 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.

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.

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