This study delves into the practical implementation of humane entrepreneurship (HumEnt) through an extensive case study of a Swiss small and medium-sized enterprise (SME) operating in the winter sports industry. This particular SME showcases several distinctive traits that align with what we can define as its humane entrepreneurial orientation. The primary objective of this case study is to analyze how the HumEnt model is applied within the SME’s overarching corporate strategy and business model. Furthermore, this article introduces a three-dimensional positioning matrix, synthesizing insights from two prevailing approaches in the HumEnt literature. This matrix offers a more holistic framework for comprehending the HumEnt model in depth.