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Abstract The aim of the current research is to identify the factors affecting the implementation of cyber insurance among insurance companies in Iran. The current research is developmental and applicable in terms of its purpose, and is of qualitative methods. The statistical population of the research is specialists and experts in the field of cyber insurance, who have been identified using the snowball sampling method. Using the interview technique, the data was collected and then the data and categories were coded and classified using the MAXQDA software version 2020. The reliability of the research was measured using the Kappa coefficient. In the last stage, the research model is extracted based on the Strauss and Corbin model. Based on the results of the research, the causal factors were divided into scientific, technical, and network indicators. Insurance perspective with the title of intervening factor, analysis of the external and internal environment as well as marketing and paying attention to the executive arms as foundational factors, ecosystem approach and formulation of insurance strategy as a solution, and finally increasing the level of knowledge of the insurance company, safety and security of data, improvement of services and company income, and uncertainty about the operation of insurance are known as positive and negative consequences of cyber insurance. Extended Abstract Introduction With the emergence of the Internet and related information networks, people's need to use Internet and electronic services has also increased (Kshetri et al, 2020) and has changed the economic, social and cultural aspects of humans (Wang et al. et al., 2019). With the expansion of the Internet in the business of organizations, a space called cyber was created, which boosted business activities and interactions (Swiss Re, 2014; Chief Risk Officers Forum, 2014). On the other hand, the expansion of virtual spaces increased the concern of the managers of Internet companies. The risks caused by cyber-attacks and the care of data and privacy of people caused managers to consider themselves responsible for not properly monitoring the company (Uuganbayar et al, 2020). Furthermore, the emergence of various softwares, the risk of information theft in cyberspace, intrusion into individual lives and sometimes government systems has increased, and such a situation has jeopardized information security (Kshetri et al, 2020). Until now, in Iran, specific and comprehensive coverage for cyber risk has not been provided, and the main reasons for not providing it by insurance companies can be attributed to the lack of information and technical knowledge in the field of providing the plan, the lack of knowledge of these organizations about this type of insurance coverage, and also, lack of sufficient financial transparency on the part of companies applying for such insurance policies. In this regard, the aim of the research, considering the fact that there has not been a comprehensive research on the implementation of cyber insurance in Iran, is to investigate the effective factors on the successful implementation of cyber insurance in Iran and extract a qualitative model using the foundational data theory. Therefore, the main questions of the research will be in line with the data-based theory: How to identify the factors affecting the implementation of cyber insurance in Iran? Besides, the obstacles of cyber insurance as a secondary objective are also examined. Theoretical framework Insurance in cyberspace or cyber insurance is an insurance policy that is provided by insurers through creating market incentives and with the aim of improving the internet security environment. For the first time, cyber insurance was invented in the late 1970s in America in connection with the loss of data caused by unauthorized physical access to computer systems in electronic banking (Kshetri et al, 2020). On the other hand, at the same time as the role of the Internet in banking increased, the role of cyber insurance also did so. Cyber insurance focuses on covering losses and negative events caused by electronic risks against possible risks such as "theft of cash", and it can examine losses caused by business interruption (Wanchun et al, 2018), and It also examines the types of events or conditions that may prevent the organization from reaching its goals (Rezakhani & Dadbeh, 2021). ​Soleymani Rouzbahani & Hoseini (2016) in their research entitled "Study of crime and security insurance in cyberspace" referring to the rapid growth of technology, the introduction of computers and the use of the Internet and the resulting changes in human life, paid attention to Internet insurance as a tool to deal with the emergence of virtual crimes such as information theft in the world of internet communication. wang (2019) in his research entitled "Integrated framework for information security investment and cyber insurance" presented an analytical model for optimizing company cyber security and cyber insurance costs based on the effectiveness of costs and with the aim of reducing threats Cyber, vulnerability and effects. This research shows how the participation of the private sector in dealing with cybercrimes can reduce the overall cyber loss and create economic value. At the micro level, the effectiveness of a company's security costs in dealing with specific cyber threats can be reduced when other related security measures are not implemented. ​ Methodology In terms of the purpose of this research, it is developmental and applicable. Based on the method of data collection, it is considered a descriptive research. The method of gathering information is an in-depth interview with experts. This research has a qualitative approach and collects and analyzes data from the data-based theory research strategy (Bahari & Taheri Rouzbahani, 2023). Research Findings The causal factors of cyber insurance implementation were placed in three main categories of knowledge, technical factors, and network factors. Two factors "internal and external environment analysis" as well as "marketing and the attention of the executive branches" have been identified as the main components of the foundation. Three main categories with the title of "increasing the knowledge level of insurance companies", "data safety and security", and "improving the company's services and income" have been identified as the main and positive categories; and "uncertainty of the functioning of insurance" as the main and negative ones. By examining the primary codes and central categories of experts' interviews, a main category named "insurance perspective" has been identified as the main category. The existence of a database, the role of the government, insurance attitude, insurance company performance, and insurance regulations are known as central categories. The upcoming obstacles are divided into two main categories: "lack of mastery of the subject", and "lack of government support". By examining the extracted codes from the interviews of cyber insurance experts, two main components of "ecosystem approach" and "insurance strategy formulation" were identified as cyber insurance strategies. Conclusion The research results were based on the Strauss and Corbin model. 5 indicators influencing the successful implementation of cyber insurance have been identified, which include the causal factors of cyber insurance, the consequences of implementing cyber insurance, the underlying factors of cyber insurance, hidden and interfering factors, and finally the consequences of implementing cyber insurance (both for insurance companies and for insured companies and organizations). Since there is still no specific definition of the motives of cyber insurance and the services it can cover, the trust of different insurance groups is also weak. Therefore, a single and clear definition of insurance coverage and things outside of insurance coverage can restore trust in insurance organizations. Among related researches, Uuganbayar et al, (2020) has emphasized the single definition of the concept of cyber insurance and the precise definition of the type of coverage. The results have shown that cyber insurance can be influenced by the international environment and vice versa. In the meantime, cultural factors and society's insight into this type of insurance, economic fluctuations resulting from currency challenges, the political stability of the country, and the economic status of society are known as environmental factors affecting cyber insurance. Based on the results of the research, the two central components of the external and internal environment should be recognized as factors of cyber insurance platforms. These factors take into account the technical equipment and cyber infrastructural readiness level, and include hardware capability, software factors, tool power or strength, information content, information technology, human factors, and cyber policies. According to the research results, the consequences of cyber insurance can be divided into two positive and negative sections. In this way, increasing the level of knowledge of insurance companies and increasing the safety and security of data and improving the services and income of the company are recognized as the main and positive components. The experience of dealing with cyber risks, the way of cyber insurance, knowledge of cyber damages, and finally the growth of cyber insurance are factors that can help to increase the understanding and implementation of cyber insurance. This part of the results is also aligned with the research of Wang (2019). The existence of the database, the government and its policies, the insurance attitude, the performance of insurance companies, and insurance regulations as the central and determining components of the insurance landscape (as the main component), have played the role of interventionist in extractive model of the research. According to the results of the research, the lack of mastery over cyber insurance and the lack of government support are known as the two main obstacles to the implementation of cyber insurance. These factors include the lack of mastery of the subject which is related to the unpredictable environment, knowledge weakness, and statistical weakness; and the lack of government support which is related to government communication protocols and cumbersome government laws. This part of the results can be compared with the research of Bahsi, Franke & Friberg (2020) in which the researchers mentioned the support of the public sector in Norway in the two recent years.

Background & Purpose: The leadership development (LD) is one of the main issues in organizations, and without having the necessary skills and trying to strengthen them in the long term, one cannot expect to progress and achieve goals. In pioneering organizations, LD is considered as an enabling and important capacity. Thus, the aim of this research is to present the LD framework in Melli Bank. Methodology: This research is practical and qualitative. In this research, the collected data are analyzed using multi grounded theory approach. Research participants include 20 experts and senior managers of Melli Bank, and university professors who were selected through theoretical sampling method. Findings: The main phenomenon of LD has two categories: individual LD (human capital) and collective LD (social capital). Also, factors affecting the LD include external and internal organizational factors as well as individual and collective strategies. The context of LD includes political, social, economic, environmental factors, instability and risk, and management systems. LD enablers include the categories of macro-policy, management development, coordination and coherence, provision of resources and management of service operations. The functions of LD include individual, organizational, and extra-organizational growth. Conclusion: Leadership development is considered as a multidimensional process that requires a person's knowledge and the environment, development of communication skills, and effective interactions with group members. The development of collective leadership is the main result of this research and it means strengthening and expanding the skills, characteristics, and strengths related to a team.

Objective: The serious competition among businesses has given more attention to new product development. Therefore, the purpose of this study is to design a new product development framework relying on the digital banking approach applied by Mellat Bank. Methods: This is a qualitative, descriptive, and applied study, conducted based on the grounded theory. Interviews were conducted with 12 managers of different levels of Mellat Bank and university professors with sufficient experience in the field of new digital product development. Data was gathered by purposeful sampling until theoretical saturation with the help of Version 7 of Atlas T software. Strauss and Corbin's method along with the three techniques of open coding, axial coding, and selective coding were used to analyze the data. Results: A total of 122 final codes were obtained from the 12 conducted interviews. The initial model, including 6 factors for new product development with a digital banking approach, was identified: driving factors (internal and external causes), new digital product development (new product development, planning, and evaluation), strategies (influence on the market, diversification, market development, new and innovative product development), outcomes (customers as well as organizational, market and economic outcomes), intervening factors (environmental, managerial and organizational) and contextual factors (culture, political and legal, process barriers), organizational characteristics and environmental context) were compiled. Conclusion: Through the new product development model with digital banking approach, the new products can be presented according to the customers’ needs. Also, feasibility and evaluation of the target market, if scientifically reviewed, can lead to the success of new product development, which will bring both customer satisfaction and productivity as well as competitive advantage to the bank.

ObjectiveThe development of technology has changed how businesses, organizations, and marketers interact with their consumers. With the remarkable advances in data collection technologies, there is a plethora of information on goods readily available to consumers, allowing them to employ this information on social media. Marketing and branding policies aim to use this trend to implement more effective advertising strategies. Similarly, brands also require proper strategies to gain a foothold in consumers' minds and strengthen their image. In that regard, brand equity is one of the most popular marketing concepts. Branding can influence brand equity by interacting with customers on social networks and effectively shaping the brand image through the concept of electronic word-of-mouth advertising. Accordingly, the present study examined the effect of social participation and electronic word-of-mouth advertising on brand equity pyramid variables MethodologyThis is an applied research study. Data collection was conducted using the library and field research methods by administering a questionnaire. Thus, this study can be considered survey research. The face validity of the questionnaire was examined after consulting with several selected experts. A pre-test involving thirty individuals was conducted, consequently. Next, Cronbach's alpha was calculated to confirm the reliability of the administered questionnaire. The statistical population included 1,500 members of the official Telegram channel of Alborz Campus students at the University of Tehran. Using Cochran's formula, the number of statistical samples with an error value of 0.05 was equal to 306 individuals. The simple random sampling method was used to select 306 individuals. FindingsAccording to the Pearson correlation test and regression performed in SPSS, the hypothesis test results showed that electronic word-of-mouth advertising had a significant effect on all parameters of the brand equity pyramid. It should be noted that many studies have focused on this issue. Our findings confirmed that positive word-of-mouth advertising could considerably influence the variables of the brand equity pyramid. ConclusionIn the fifth generation of marketing, brands are witnessing a technological revolution and significant development in various social platforms, such as social networking sites, online brand/shopping sites, online consumer review sites, online discussion sites, and blogs is underway. Moreover, thanks to these advances, customers can now share experiences, perceptions, and recommendations by engaging in electronic word-of-mouth advertising on these platforms. Therefore, paying attention to social participation, especially by electronic word-of-mouth advertising as an independent factor that directly influences all indicators of brand equity, is a vital policy for sustainable organizational success.

Objective: As one of the sources of income and sustainable tourism, the tourism industry focuses on economic, social, and environmental issues. Accordingly, the main objective of this study was to design a policy package to achieve sustainable tourism development in Iran. The findings of this study can help with improving the tourism industry's performance, especially therapeutic tourism in Iran from local communities to the national level as well as the development of tourism by preserving the valuable assets of the country.Methods: The qualitative research method was used due to its interpretive and natural approach to events, people, and topics. The research strategy was an exploratory multiple case study. After interviewing the participants in this study, who were 12 stakeholders of the industry and using the five-stage Yin model to analyze the collected data, the dimensions of the policy package of sustainable tourism development including strategies, short-term goals, long-term goals, and challenges were achieved.Results: Strategy themes included national support, national initiatives, and international initiatives. Themes of short-term goals included promotion of local tourism, cultural-educational development, internal and external marketing. Themes of long-term goals included sustainable economic development, revenue generation, and infrastructure development. Themes of challenges included the high cost of travel, low quality of service, Covid-19 pandemic, and lack of support for local businesses.Conclusion: This study showed that the participants paid attention to economic, social, and environmental factors. The participants also required the government and other related sectors to promote medical tourism and to preserve and protect natural resources through principled investing, culturalization, and education. Paying attention to the issues mentioned by the participants and applying the policy package obtained in this research can help public and private managers and investors to preserve valuable natural resources, especially hot springs, and to develop the tourism industry.

Objective In today’s competitive world, commercialization and the use of new ideas are vital. If a store fails to present its ideas to the market, it will fail. Therefore, it is important and necessary to have the ability to commercialize in e-shops that requires special attention in order to be successful. There is also a lot of competition among online stores these days and a store can be successful if it acts according to the requests of its customers. Customers ask for online and innovative purchase due to the many concerns and problems. Therefore, the present study aims to explain the commercialization model of the idea of ​​electronic sales in online stores in the city of Tehran. Hence, the most important question in this study is that what model can be used to commercialize e-sales ideas? Methodology Qualitative research methods and in particular the grounded theory (systematic approach) were used to achieve a rich description of the experiences, attitudes and perceptions of the interviewees towards the commercialization of the idea of ​​electronic sales. The statistical population includes the management ranks of companies in the field of e-sales and digital media in the country with sufficient knowledge of e-sales. The purposeful sampling was used and in this regard, the data were obtained through semi-constructed interviews with 12 people. Moreover, in order to ensure the reliability of the data, 2 more interviews were conducted. Thus, the final number of participants was 14. The data were then analyzed based on a systematic approach that included three stages of open, axial, and selective coding. It should be noted that due to the interpretive and in-depth nature of the research, the codification and analysis of the interviews were apllied using MaxQDA software version 11. Findings According to the analysis of the interviews, 277 initial open codes were identified, which were reduced to 20 main codes and 5 selected codes. Finally, based on a systematic approach in the grounded theory, the identified codes were classified into six classes of causal conditions, contextual conditions, intervening factors, strategies, and consequences. The results showed that the causal conditions (knowledge and understanding of market needs, intellectual property support and adoption of marketing perspectives); main categories (creativity and ideation, applicability, idea support and risk-taking); strategic categories (education, research and development, management mechanisms and identification of customers’ needs); contextual categories (environmental studies, financial and human resources and organizational contexts); intervening categories (legal infrastructure, social, economic and cultural factors, and technology development) and consequential categories (sales and higher profits, customer satisfaction, innovation, and service development) can influence the commercialization of e-sales ideas. Conclusion In short, it can be concluded that in order to be able to commercialize the idea of ​​electronic sales, it is necessary to gain sufficient knowledge of the needs of the market. In the commercialization of the idea of ​​electronic sales, proper management is necessary and it will lead to commercialization of the idea of ​​electronic sales. The environment of any company is the main and influential factor on the activities in that company, because the changes and the developments that take place in the environment of companies, both positive and negative, have a direct impact on the company’s activities. This is necessary in commercialization of the idea of ​​e-sales and there is a need for a positive perspective on the environment before commercialization. In order to commercialize the idea of ​​e-sales, its legal infrastructure must be respected. In other words, if these infrastructures are not followed, one cannot expect to successed. In the case of commercialization of the idea of ​​electronic sales, if there is no good sales and profit in the company, one cannot expect to successfully continue the idea of ​​electronic sales because the company cannot offer its products and services to customers. Therefore, the income would not compensate for the expenses.

Nowadays, the organizations will be successful and victorious to the changes and developments that can improve and develop their intangible capitals and knowledge to affect the other organizational variables such as effectiveness. For this purpose, the present research aims to study the effect of execution of knowledge management on the improvement of organizational performance that was applied in Shir-e-Pegah Company. The population of this study also consisted of all personnel of Shir-e-Pegah Co., from expert to higher levels, total of 350 persons and the sample size based on Cochrane formula is 184 persons. The samples were selected out of population for implementation of questionnaire based on simple random sampling, and the questionnaires were distributed. The instrument used in this study included the standard questionnaires of knowledge management execution and organizational performance of Zayed (2012) that has been designed based on theoretical model of Bhatti et al (2011). Knowledge management execution questionnaire has 24 items and organizational performance has 6 items based on 5-point Likert spectrum, that assess the variables such as culture, intellectual capital, processes, knowledge management strategy and organizational performance. The results of simple linear regression analysis test showed that the general element of knowledge management and also 4 elements of knowledge management significantly predict the variance of dependent variable of organizational performance and out of these elements, knowledge management has obtained the highest regression coefficient

تمثل الدراسة الحالية محاولة لمعرفة تأثير التسويق الريادي في سمعة المنظمة، حيث قام الباحثون باعداد اطار نظري مستفيدين من الادبيات النظرية للموضوع، وقد سعت الدراسة الحالية الاجابة على تساؤل (هل للتسويق الريادي تأثير في سمعة المنظمة) وللاجابة عليه تم بناء أنموذج افتراضي يوضح طبيعة العلاقة والتاثير لمتغيرات الدراسة المتمثلة بالتسويق الريادي (المتغير المستقل) وسمعة المنظمة (المتغير المعتمد)، وعلى ضوئها تم صياغة فرضيتين رئيسيتين تتفرع منها فرضيات فرعية، وبالاعتماد على مجموعة من الاساليب الاحصائية تم اختبار وتحليل البيانات المجمعة من خلال الاستبانة التي تم توزيعها على المديرين ورؤساء الأقسام في عدد من المستشفيات الأهلية في مدينة دهوك. وتمثلت اهم الاستنتاجات بوجود علاقة واثر معنوي بين التسويق الريادي وسمعة المنظمة، بينما تمثلت اهم مقترحات الدراسة بضرورة تبني المستشفيات الاهلية في مدينة دهوك التسويق الريادي في نهجها وخططها وعملها من خلال التركيز على الزبون وايجاد قيمة له، وبالتالي تحقيق ميزة تنافسية وتكوين سمعة جيدة تتميز بها عن المنافسين.

This study intends to recognize the factors affecting advertising creativity based on Stuhlfout and Yoo’s model and according to the ideas of creative directors in Iran. The research methodology was causal survey method. Data were collected from a sample of 90 experts, selected out of 135 based on simple random sampling. The questionnaire prepared by help of different standard questionnaires and advertising professionals. Reliability of the research instrument estimated based on Coronbach Coefficient Alpha and its content validity obtained based on the comments of experts. The construct validity assessed by use of confirmatory factor analysis. Results of T-tests, Tests of Normality and Structural Equation Model, revealed that the four dimentions of novelty, utility, affect and humor influence the creativity of TV advertisements in Iran. They were also classified in different levels according to their importance. That is, novelty was perceived as the most important dimension and humor as the least important one. Utility and affect got the third and fourth ranks.

Corporate contribution to social, environmental and economic concerns has been one of the pivotal issues for both businesses and society in recent years. Although many researchers have worked on this topic and established useful approaches which motivate companies and guide them to perform corporate social responsibility (CSR), there is still lack of applicable models that can help companies to accomplish CSR as part of their business model. The aim of this paper is to discuss how companies can integrate CSR into the business model in pursuit of creating Responsible Business Model. Responsible Business Model offers new ways and methods to create value for all stakeholders involved in a business including shareholders, society, employees, and so forth. Keywords: responsible business model, corporate social responsibility, business model, stakeholders. JEL Classification: M01

Today, customer knowledge is one of the most important resources to innovation and organizations whose capabilities should be improved to absorb this knowledge. The acquiring and applying the customer knowledge are not facile and all forms of the customer information and knowledge do not result value creating. Thus, current study introduces a model to measure Customer Knowledge Absorptive Capacity (CKAC). Hence, a survey using exploratory factor analysis and confirmatory factor analysis are conducted to determine dimensions of CKAC concept and verify the proposed model. To show the efficiency of model, a case study is presented in a food company. The results demonstrate CKAC is related to customer knowledge acquiring capacity, customer knowledge organizing capacity and customer knowledge employing capacity dimensions. Also, the Customer Knowledge Organizing Capacity has the highest correlation with the concept of customer knowledge absorptive capacity. ‎

The most prominent factor in increasing complexity and vagueness in forecasting general development strategies and directions by managers and knowledge workers in organizations is the surge of human knowledge. So organizations are seeking to identify enablers, measure and provide context for knowledge management in order to deploy their timely the knowledge sources both in and outside their organizations. This research suggests a conceptual model of the effect of knowledge management implementation success on getting competitive advantage. It is a descriptive correlational research and has an applied goal. Findings are based on a field study of knowledge management experts in small and medium size companies. The data collected by a questionnaire and the resulting data were analyzed using least square and path analysis methods. Findings show that organizational culture and information technology have the most influential effect effects on knowledge management success and organizational structure has the least amount of influence on it. This may be caused by the lack of organizational structure in SMEs in Iran.

The current study considers the difficulties of feed industry SMEs regarding export and testssome hypotheses to clarify the relevant barriers. The applied research method is descriptive.340 Questionnaires were distributed and 142 questionnaires were correctly answered. Thefindings show that regulations, bank and finance systems, and health permits, between the sixidentified factors, are the most important ones and have the highest regression coefficients onthe export development barriers construction. The next factors are the lack of marketing plan,specialized educations, and cultural level of society. While previous studies have focused onexport barriers, there are rare studies to investigate them in developing countries. So, thecurrent paper aims to help policy makers and managers to improve the performance of firmsand following the Iranian industry.

The purpose of this paper is to examine the relationship between "internal marketing" and "market orientation" considering the mediator variable of "organizational commitment" in branches of Bank Mellat in the city of Tehran as a financial-service provider firm. The questionnaire in this study has been extracted from the related literature and its validity has been approved by the field experts and factor analysis. The research methodology adopted in this study is typically descriptive and correlation based and the collected data has been analyzed using Structural Equation Modeling (SEM) approach. Research population consisted of Bank Mellat employees throughout the city of Tehran. A sample of 323 employees has been selected using cluster sampling and finally, 261 filled questionnaires has been collected. Findings imply that there is a positive correlation between internal marketing and market orientation considering the mediator variable of organizational commitment in the Bank Mellat of the city of Tehran.

In recent years empowerment of human resource has become a tool which can be employed to efficiently manage of modern organizations which have features such as variety of diffusion channels, an increased reliance on horizontal and network structures, reduction in communication gap between managers and staff and reduction of organizational bias The ami of This Paper is to identify and measure factors affecting empowerment of ICT Ministry personnel, and develop a conceptual model for the empowerment of this organization. For introduction the effective factors, we applied Factor Analysis method, and for relationship intensity between those factors and empowerment of human resource, we used Path Analysis method. The results show there is a significant relationship between empowerment of human resource and job enrichment factors, team work, challenging situation, feedback, control locus, organizational commitment and role ambiguity.

Purpose: Studying the role of librarians’ emotional intelligence in applying conflict management strategies is the aim of this research. Methodology: Concerning its goal, the present research is among applied studies and regarding data collection, it follows descriptive method and is of correlation type. The essential data were collected by questionnaire. EQ test of Bradberry and Greaves was used, and in order to study the status of the styles of conflict management strategies the questionnaire proposed by Putnam and Wilson was utilized. The population under study included all male and female librarians employed in public libraries of Tehran, and 100 individuals out of them were considered as sample group by random cluster sampling. For statistical analysis, in addition to descriptive statistics indices and tables and abundance graphs, some other tests were utilized including test of significance of Pierson’s correlation coefficient, independent t-test, one-way analysis of variance (ANOVA), and multiple regression analysis. Findings: Based upon the results obtained, applying the solution-oriented strategy in staff with high EQ is significantly more than those with low EQ (p

The purpose of this paper is to examine the relationship between "internal marketing" and "market orientation" considering the mediator variable of "organizational commitment" in branches of Bank Mellat in the city of Tehran as a financial-service provider firm. The questionnaire in this study has been extracted from the related literature and its validity has been approved by the field experts and factor analysis. The research methodology adopted in this study is typically descriptive and correlation based and the collected data has been analyzed using Structural Equation Modeling (SEM) approach. Research population consisted of Bank Mellat employees throughout the city of Tehran. A sample of 323 employees has been selected using cluster sampling and finally, 261 filled questionnaires has been collected. Findings imply that there is a positive correlation between internal marketing and market orientation considering the mediator variable of organizational commitment in the Bank Mellat of the city of Tehran.

Today, the environment becomes the main pillar of the decision making of many organizations in the world. Because on the one hand consumers ' awareness of environmental issues increased and on the other hand، strict environmental rules defined by governors. Environmental responsibility combined with the need of organizations to competitiveness، created the concept of green innovation. It is evident that innovation is meaningless without green human capital، who are fully aware of environmental aspects of their organization's activities. In this research we examined the impact of human capital on green innovation. Human capital construct had three parts named: Knowledge background, psychological background and capacity and green innovation construct defined by two parts as: green leadership and green supply chain. For the analysis of data smartpls software used. The result of this research showed that human capital can trigger green innovation by 76%