Sustainability entrepreneurship (SuE) is an emerging field that is linked to “sustainable development” (SD). The SuE literature is reviewed in the light of alternative understandings of sustainable development, noting that current conceptualisations of SuE are strongly influenced by studies of “green” entrepreneurship, and less so by the extensive SD literature. It is therefore argued that SuE research needs to recognise both the importance of an extended understanding of SD theories, and the “embedded” nature of sustainability entrepreneurship. By recognising the importance of “place” in SuE/SD research, it is suggested that the unique contribution of SMEs can be recognised and developed.