Digital humanism in business models: Unveiling value creation mechanisms

Abstract

Purpose The purpose of this study is to explore how companies can adopt digital humanism (DH), defined as the integration of humanistic skills in the development process of digital technologies, to create value and consequently develop effective business models. Specifically, the aim is to answer the following research question: what are the main DH mechanisms through which companies create value? Design/methodology/approach Given the limited understanding of the phenomenon under investigation, a qualitative approach was adopted based on a multiple-case study to explore how companies are embracing DH. The study will focus on three exemplar cases in the use of DH, namely, IBM, Microsoft and SAP, well recognized as three of the market leaders in the IT industry. In addition, the selected companies are recognized as some of the most innovative in their specific industries, hence offering a rich set of information on how to specifically embrace DH. Findings This study unveils the main mechanisms through which companies can create value by implementing DH’s approaches into their business models. Originality/value The originality of this research lies in its focus on how companies integrate DH into their business models. Indeed, the study aims at uncovering the main mechanisms that companies use to integrate DH into their overall business practices. Overall, this research provides valuable insights into how companies can effectively integrate DH into their business models, which could have important implications for creating responsible, sustainable and inclusive solutions that prioritize human needs and values.