We review literatures that inform entrepreneurial innovation, paying particular attention to different conceptualizations of contexts. Early research explored micro and macro approaches with some scholars taking an actor-centric perspective and others a context-centric perspective. Bridging these perspectives, different scholars proposed multilevel approaches, arguing that opportunities are �found� or �made� by entrepreneurs whose efforts are moderated by contexts. More recent constitutive approaches, such as those informed by structuration, complexity and disequilibrium theories, have viewed entrepreneurial innovation as a process wherein actors and contexts are co-created. We add to constitutive approaches by examining how entrepreneurs contextualize innovation through narratives. A narrative perspective considers entrepreneurial innovation as an ongoing process involving embedded actors who contextualize innovation through performative efforts. We discuss the implications of this perspective for policy, entrepreneurs, and research.