Humanistic paradigm of modern business philosophy

Abstract

What is understood by the humanistic paradigm? The questions of human nature, shared vulnerability, and the necessity of protecting human dignity are central to the humanistic explorations that gave rise to economics and marketing in the first place. As noted by M. Pirson and R. Varey, humanism as a philosophical tradition shares roots with utilitarian economism. Humanistic philosophy also takes the individual as its starting point, emphasizing human capacity for reasoning. It opposes forms of collectivism, including socialism and communism. However, unlike economism, humanism assumes that human nature is not fully predetermined and can be improved through education and training. Additionally, ethics remain a cornerstone. Humanism attributes inalienable rights to everyone, regardless of ethnicity, nationality, social status, or gender.