Understanding the factors that shape firms’ international competitiveness has become increasingly important in a
rapidly evolving global economy. Among emerging business paradigms, Humane Entrepreneurship (HumEnt) has gained
attention for integrating ethical, sustainable, and human-centric principles into business strategies. This study examines
the extent to which HumEnt contributes to firms’ international competitive advantage by focusing on its three core
dimensions: entrepreneurial orientation (EO), sustainability orientation (SO), and human resource orientation (HRO).
Adopting a quantitative approach, we analyze data from a sample of 120 international Italian firms to assess how these
pillars influence their global market competitiveness. Our preliminary findings indicate that HRO has a statistically
significant positive association with multiple dimensions of international competitiveness, including profitability of
international operations, sales volumes, and overall performance. Meanwhile, EO and SO exhibit more variable effects.
These results suggest that firms prioritizing employee well-being, development, and ethical labor practices tend to
experience enhanced competitive outcomes in global markets. Furthermore, we find that a holistic integration of all three
HumEnt dimensions can generate a synergistic effect, enhancing firms’ international market share and reputation. This
work adds to existing academic research by clarifying the intersection of HumEnt and International Business studies,
while offering managers actionable insights on leveraging HumEnt as a strategic tool for global success.
