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 ofHumane Entrepreneurship (HumEnt) on international competitiveness, focusing on its threefoundational pillars – entrepreneurial orientation (EO), sustainability orientation (SO), and humanresource orientation (HRO). Through a qualitative multiple-case study of five Italian manufacturingfirms, the current research examines how these principles enhance firms’ global market positioningwhile addressing societal and environmental challenges. The findings suggest that firms embracing HumEnt principles not only achieve competitive differentiation through innovation and sustainabilitybut also build stronger relationships with stakeholders, fostering trust and loyalty in internationalmarkets. While adhering to ethical and sustainable practices presents challenges, such as increasedoperational costs, the integration of HumEnt enhances long-term competitiveness by drivinginnovation, reducing risks, and aligning with global demands for responsible business conduct. Thepaper contributes to the existing literature by addressing the gap in understanding the intersection ofHumEnt and international competitiveness. From a managerial perspective, the study offersactionable insights into leveraging HumEnt as a strategic tool for fostering international success.
