In a country wracked by grinding poverty such as the Philippines, entrepreneurs can be potent agents of economic prosperity. But what is less emphasized in many accounts of entrepreneurship is the approach of some entrepreneurs to building enterprises which not merely deliver financial results but also promote the holistic development of the members of the enterprise. This approach can be termed "humanistic entrepreneurship." The paper examines conceptualizations of humanistic entrepreneurship based on management, leadership, organizational culture and ethics literature. Illustrative cases are presented which show that humanistic entrepreneurship is based on virtues, principles and skills of entrepreneurial founders. A conceptual framework for future research in humanistic entrepreneurship is proposed.