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The purpose of this exploratory study is to examine the development of entrepreneurial opportunities within the context of environmentally‐sustainable business. The “4P” creativity framework (person, process, press/situation, and product) was used.

Three cases were used to examine opportunity development. Each case involved an entrepreneur in the process of starting a new environmentally‐friendly business. The entrepreneurs were interviewed on a weekly basis.

Findings suggest that the 4Ps are useful framework for examining entrepreneurial opportunity development. Furthermore, they are strongly interrelated.

Given their inherent creative nature, a creativity perspective is useful for examining opportunities. Additionally, the findings suggest that future research should consider the interaction within the constellation of creative factors – person, process, press and product – when using a creativity perspective.

This study provides one of the few accounts of the development of entrepreneurial opportunities in which data were collected contemporaneously.