This thesis analyses the adoption of New Business Models in multinational corporations.
The aim of this research is to develop a tool to measure the extent to which multinational
corporations adopt New Business Models. Additionally, the measurement tool can be used to
compare the extent to which a multinational corporation adopts New Business Models with other
multinational corporations. This research has been conducted by analysing the annual and
sustainability reports of ten multinational corporations from different countries in the regions:
Western Europe, Asia and Africa. After this, an additional group consisting of five multinational
corporations from the same regions were analysed to deepen the insights on the results of the initial
analysis. The measurement tool consists of five dimensions of New Business Models. The
dimensions are: materiality matrix, multi value creation, stakeholders, performance measures and
Sustainable Development Goals (SDGs). Within the dimensions, subcategories are formed and
categorised to what extent the subcategories are in accordance with New Business Models. Based
on the dimensions and the subcategories, a measurement tool is developed that measures the extent
to which the multinational corporation adopts a New Business Model. This research adds to
previous research by proposing a global measurement tool that can examine the level of New
Business Model adoption in multinational corporations. This research aims to be a starting point
towards measurement tools in the New Business Models literature and aims to contribute to the
ongoing debate on New Business Models