The digital humanism era triggered by individual creativity

Veronica Scuotto*, Theofilos Tzanidis, Antonio Usai, Roberto Quaglia

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

11 Citations (Scopus)


Shifting from Industry 4.0 to Industry 5.0, the digital transformation (DT) has encouraged new debates on human skills as opposed to technologies. It has delivered positive and negative perspectives, focusing on the dilemma of how human skills can influence the DT. The present research explores human skills in the entrepreneurial world, considering its three main forms of creativity, innovation and entrepreneurial spirit in relation to the DT. This has mostly occurred in the knowledge-intensive business service (KIBS) industry in which humans have a predominant role. Under the lens of social cognitive theory, this study has examined a range of 370 KIBS companies across different sectors in Europe and the resulting individual creativity and innovation represent a (motivator) or a catalyst, which drives and nurtures DT. Theoretically, a new concept emerges, namely digital humanism, which involves emphasizing the relevance of human skills. Moreover, the study suggests that governments and policymakers encourage creative working activities by exploiting technologies to develop innovations. In this sense, technologies assume a positive connotation, leveraged by entrepreneurship knowledge-intensive business service; digital humanism; Creativity; Digital transformation; entrepreneurial spirit.

Original languageEnglish
Article number113709
Number of pages9
JournalJournal of Business Research
Early online date27 Jan 2023
Publication statusPublished - 31 Mar 2023


  • knowledge-intensive business service
  • digital humanism
  • creativity
  • digital transformation
  • entrepreneurial spirit


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