We propose making an empirical application of the temporal view of stakeholder management theory by applying it in the particular context of the Canadian wind industry. The temporal view builds on insights from the resource-based view (RBV), institutional theory, and stakeholder salience theory. We argue that both early stage competitive advantage and late stage sustained competitive advantage could be dependent on the use of salient stakeholders as a special network of resources. We contribute to the literature in various ways. First we determine an empirical list of five salient stakeholders specific to the wind industry. Second, we show that, at early stages, the moderating effects of firm size and market conditions determines stakeholder support or rejection. Lastly, we show that, at late stages, the sustainability equation must take into account the introduction of new salient stakeholders. Also, we make practical recommendations for industry players and policy makers. We reached theory refinement by adopting an exploratory qualitative methodology based on interviews with seven cases of large and small wind firms operating in different electricity market types and provinces across Canada.