... to many fledgling ventures as entrepreneurs wrestle with bringing their innovation to market. It illustrates the critical importance of entrepreneurial marketing during the value creation process of opportunity recognition, opportunity evaluation (market analysis) and opportunity development...

...) was used. Design/methodology/approach 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 Findings suggest that the 4Ps...