As the natural environment emerges as a strategic issue, conceptual linkages are leading to empirical investigations that examine the antecedents and effects of incorporating the natural environment into firm processes such as market orientation and entrepreneurial behaviors. This project is part of an ongoing research agenda that examines the role of the natural environment in new and growing ventures. Specifically, in this paper, the research questions investigated are: How do small-to-medium sized firms (SMEs) incorporate natural environment issues in relation to the way they present themselves to, and receive information from, their customers and competitors (i.e., market orientation)?; and, How do SMEs natural environment policies influence entrepreneurial behaviors (i.e., innovation-related activities)?