LAUSR

Objective: The objective of the article is to know the nature of the relationship between creative capital as a positive personal touch capable of promoting sustainable entrepreneurial orientation (SEO). To increase the effectiveness of this orientation, I identified entrepreneurial resilience as an interactive variable. Research Design & Methods: The SPSS macro process program was used to test the study hypotheses by adopting questionnaire forms. These forms were utilised as a tool to collect data from a group of managers of the Southern Oil Company in Iraq. The study distributed 345 forms and received 308 valid forms for analysis. Findings: By testing a set of main and sub-hypotheses, the results showed the role of innovation capital in promoting sustainable entrepreneurial direction. This influence relationship increases with the presence of entrepreneurial resilience as an interactive variable. Implications & Recommendations: The results show the importance of personality traits in creating a sustainable entrepreneurial orientation. Nevertheless, it is important to focus on personal traits such as openness and acceptance by others, which enhance social relationships, because these relationships are significant in attracting or marketing ideas related to the environment. Contribution & Value Added: With the decline in the growth rates of countries and companies, especially with the Covid-19, it is expected that the rate of consumption of natural resources will increase. This increase helps to compensate for the losses and the decrease in profits. Thus, this study is important because it emphasizes the significance of production while maintaining principles of sustainability and requirements of preserving natural resources.