ONE OF THE MOST IMPORTANT CRITERIA IN DETERMINING FUTURE AND FATE OF THE COMPANY IS THE COMPANY'S CASH HOLDING STRATEGY. THEREFORE, THE PURPOSE OF THIS STUDY IS STUDY OF THE RELATIONSHIP BETWEEN REAL OPTION VALUE OF CASH (THE AMOUNT OF CASH HOLDINGS HELD SELECTIVELY AND OPTIONALLY BY MANAGEMENT AND NOT AFFECTED BY OTHER FACTORS) AND THE MARKET VALUE IN TEHRAN STOCK EXCHANGE LISTED COMPANIES. TO ACHIEVE RESEARCH GOAL, 165 COMPANIES WERE SELECTED AND STUDIED FOR THE PERIOD OF 2007-2017 AND A MULTI-VARIABLE REGRESSION IS USED FOR HYPOTHESIS TESTING ON A PANEL DATA SET. THE FINDINGS OF THE STUDY SHOW THAT REAL OPTION VALUE OF CASH HAD A SIGNIFICANT IMPACT ON THE MARKET VALUE OF SAMPLE COMPANIES AND WITH INCREASE IN REAL OPTION VALUE OF CASH, WE HAVE SEEN A SIGNIFICANT INCREASE IN THE MARKET VALUE OF SAMPLE COMPANIES. THE RESULT, IN ADDITION TO SHOWING A SIGNIFICANT IMPACT ON REAL OPTION VALUE OF CASH ON MARKET VALUE, IT STATES THAT THE MARKET HAD A SIGNIFICANT RESPONSE TO REAL OPTION VALUE OF CASH. ALSO BASED ON THE FINDINGS, CASH HOLDING HAD A SIGNIFICANT EFFECT ON MARKET VALUE AND WITH INCREASED IN CASH HOLDING THE MARKET VALUE OF SAMPLE COMPANIES WAS SIGNIFICANTLY INCREASED.