See this presentation[1], slide 12. Right from the horses mouth:
Reason 7 [to have a holding company in Holland]:
Fiscal climate: Very competitive tax climate from
its far-reaching tax treaty network to the
possibility to conclude socalled[sic] advance
tax rulings.
Utterly blatant. And notice the logo of Starbucks next to it. The Dutch government advertises that Starbucks pays practically nothing in tax, in order to undercut other EU countries.These tax deals usually take the form of a fixed tax guarantee: the company agrees to place their holding company in the Netherlands and pay X euros in tax for the next N years (2 to 5), regardless of their actual revenue or profit. For the Dutch government this is just free tax revenue and if they don't make a sweetheart deal with the multinational the holding company would end up in Luxembourg or Ireland instead. This way the multinational can make the countries fight for the most preposterously low offer.
[1]: https://www.rijksoverheid.nl/binaries/rijksoverheid/document...