In a rapidly evolving global landscape, businesses are increasingly expected to integrate ethical, sustainable, and human-centric values into their operations. This study explores the influence of Humane Entrepreneurship (HumEnt) on international competitiveness, focusing on its three foundational pillars – entrepreneurial orientation (EO), sustainability orientation (SO), and human resource orientation (HRO). Through a qualitative multiple-case study of five Italian manufacturing firms, the current research examines how these principles enhance firms’ global market positioning while addressing societal and environmental challenges. The findings suggest that firms embracing HumEnt principles not only achieve competitive differentiation through innovation and sustainability but also build stronger relationships with stakeholders, fostering trust and loyalty in international markets. While adhering to ethical and sustainable practices presents challenges, such as increased operational costs, the integration of HumEnt enhances long-term competitiveness by driving innovation, reducing risks, and aligning with global demands for responsible business conduct. The paper contributes to the existing literature by addressing the gap in understanding the intersection of HumEnt and international competitiveness. From a managerial perspective, the study offers actionable insights into leveraging HumEnt as a strategic tool for fostering international success.
