I'm not familiar with the situation of New Zealand with respect to Australia (its neighbours). But the problem in the EU, is that there are a few countries (Ireland and the Netherlands inside the Union, and Switzerland which is right next door and enjoys many advantages and no constraints) which charge
way less tax than the "central" EU countries. So companies have a tendency to set up their HQs in those countries.
I'm not one to cheer for absurd taxation (which is a French specialty), but I understand why this setup does ruffle some feathers in France.