Company profit margins are under attack. In a recent FD.NL (Het Financieele Dagblad) survey, it was found that 93% of C-Suite executives in the Netherlands expect a drop in profit margins of between 10-25%. That’s a scary number and requires businesses to take action to protect their profit margins. In this article, the authors explain how businesses can still protect and grow profit margins even amidst these challenging economic conditions. This example from consumer goods in the Netherlands has lessons that apply cross industries and geographies.