Anna Marrucci is a PhD Candidate in Business Administration and Management at the University of Pisa, Italy. Her main research interest regards the adoption of new technologies within businesses and the analysis of digital transformation phenomena. Her research has been published in several national and international journals.Riccardo Rialti is an Assistant Professor of Management, Industry 4.0 and Digital Economy at the University of Milan, Italy. Additionally, he is an Adjunct Professor of Project Management and of Product Management at Polimoda Istitute of Fashion Marketing and Design and an Adjunct Professor of Marketing and Research Methods at the IED (Istituto Europeo di Design). He has published widely and serves in the editorial review board of several journals.

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• 1 Introduction.- 2 Human Relations Importance in Modern Business: An Ontological Perspective.- 3 Relational Goods and Organization Change in 4.0 Era.- 4 Including Relational Goods within the Diffusion of Innovation Framework.- 5 Empirical Observation of the Importance of Relational Goods in SMEs.- 6 Perspective Management Strategies.- 7 Conclusions.

Anna Marrucci is a PhD Candidate in Business Administration and Management at the University of Pisa, Italy. Her main research interest regards the adoption of new technologies within businesses and the analysis of digital transformation phenomena. Her research has been published in several national and international journals.Riccardo Rialti is an Assistant Professor of Management, Industry 4.0 and Digital Economy at the University of Milan, Italy. Additionally, he is an Adjunct Professor of Project Management and of Product Management at Polimoda Istitute of Fashion Marketing and Design and an Adjunct Professor of Marketing and Research Methods at the IED (Istituto Europeo di Design). He has published widely and serves in the editorial review board of several journals.

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• 1 Introduction.- 2 Human Relations Importance in Modern Business: An Ontological Perspective.- 3 Relational Goods and Organization Change in 4.0 Era.- 4 Including Relational Goods within the Diffusion of Innovation Framework.- 5 Empirical Observation of the Importance of Relational Goods in SMEs.- 6 Perspective Management Strategies.- 7 Conclusions.

Anna Marrucci is a PhD Candidate in Business Administration and Management at the University of Pisa, Italy. Her main research interest regards the adoption of new technologies within businesses and the analysis of digital transformation phenomena. Her research has been published in several national and international journals.Riccardo Rialti is an Assistant Professor of Management, Industry 4.0 and Digital Economy at the University of Milan, Italy. Additionally, he is an Adjunct Professor of Project Management and of Product Management at Polimoda Istitute of Fashion Marketing and Design and an Adjunct Professor of Marketing and Research Methods at the IED (Istituto Europeo di Design). He has published widely and serves in the editorial review board of several journals.

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• 1 Introduction.- 2 Human Relations Importance in Modern Business: An Ontological Perspective.- 3 Relational Goods and Organization Change in 4.0 Era.- 4 Including Relational Goods within the Diffusion of Innovation Framework.- 5 Empirical Observation of the Importance of Relational Goods in SMEs.- 6 Perspective Management Strategies.- 7 Conclusions.