We currently find ourselves in a period of transition, because our society is unsustainable. This gives rise to the idea that firms should not only focus on profit, but also on the creation of other values. One of the reasons why firms are not yet fully committed to the creation of other values is because firms are still evaluated based their financial performance and the creation of other values will be at the expense of the financial performance. Therefore, the objective of this research is to create an evaluation method for firms that considers all the values created by the firm, as well as all the actors that interact with the firm in the process of this value creation.
This research examined 30 European Multinationals to identify which values they create besides profit and with which other actors they cooperate in this process. The results show that multinationals create four values and this do this in collaboration with eight other actors. The
outcome of the analysis is a multi-actor multi-value framework that can be used to describe firm performance. It was hence concluded that firms move towards a hybrid model, in which both profit and other values are created.