Effectual Entrepreneurship, Third Edition
Practically Speaking
A Messy Collaboration
The entrepreneurial struggle can get really messy, particularly when you are building a profitable recycling venture with many partners.
Entrepreneurs: Hans Cool & Gijs Jansen
Entity: Alucha
Country: Spain
Pages 235-236 in
Chapter 14 The Crazy Quilt Principle: Form Partnerships (pp. 219 to 238)
"When was the last time you enjoyed a glass of orange juice from a Tetra Pak carton? Made from a mix of plastic, paper, and aluminum, those containers do a great job of keeping beverages fresh. They're also likely to end up as non-biodegradable waste that burdens landfills, costs money, and puts the squeeze on the environment.
Natural Solution
You may be thinking this story is about recycling used cartons, and perhaps making a business of it.
But it's not. That has already been done. Across Europe, the system for collecting and recycling cartons is well developed. Every year, around 25 billion containers end up at recycling plants, where the paper fiber is extracted and remanufactured into new packaging such as cereal boxes.
Residual Problem
Which is terrific ... as far as the paper portion of your drink carton is concerned. But what about the plastic and the aluminum? You're not likely to see those in a cereal box. The reason is that the gooey muck left over from the paper part of the recycling process gets dumped into landfills. For a large recycler such as Stora Enso in Barcelona, that means 30,000 tons a year of sludge, costing about 1.3 million British pounds to "tip" into the Earth. Messy."
Under Construction: Join Us in Co-Creation!

Video Resources
References & Links
- How Starbucks Became An $80B Business—YouTube. (n.d.). Retrieved April 20, 2025, from https://www.youtube.com/watch?v=XUBeH7VQaFY&t=50s
- Howard Schultz. (n.d.-a). Schultz Family Foundation. Retrieved April 20, 2025, from https://schultzfamilyfoundation.org/team-member/howard-schultz/
- Howard Schultz. (n.d.-b). Forbes. Retrieved April 20, 2025, from https://www.forbes.com/profile/howard-schultz/
- Howard Schultz. (2025). In Wikipedia. https://en.wikipedia.org/w/index.php?title=Howard_Schultz&oldid=1285405168
- Howard Schultz: An Overview of the Entrepreneur’s Career - 2025. (n.d.-c). MasterClass. Retrieved April 20, 2025, from https://www.masterclass.com/articles/howard-schultz-life-and-career
- hpeiper. (2018, September 4). Schultz to young entrepreneurs: ‘It can happen for you’. Starbucks Stories EMEA. https://stories.starbucks.com/emea/stories/2018/bocconni-university/
- Starbucks CEO Howard Schultz: How to Be Strategic Thinkers | Inc. - YouTube. (n.d.). Retrieved April 20, 2025, from https://www.youtube.com/watch?v=Q5Djl9_Xc3w
- Starbucks’ CEO Talks Business—YouTube. (n.d.). Retrieved April 20, 2025, from https://www.youtube.com/watch?v=83yInyY1KLs&t=152s
- Starbucks’s Howard Schultz: From Coffee Entrepreneur to Three-Time CEO. (n.d.). WSJ. Retrieved April 20, 2025, from https://www.wsj.com/story/starbuckss-howard-schultz-from-coffee-entrepreneur-to-three-time-ceo-439768fc
- Taylor, K. (2017, December 13). From Brooklyn to Billionaire: The Story of How Howard Schultz Transformed Starbucks Into an $84 Billion Business. Inc. https://www.inc.com/business-insider/howard-schultz-chairman-former-ceo-starbucks-successful-billionaire-coffee.html
- The Man Behind Starbucks Reveals How He Changed the World—YouTube. (n.d.). Retrieved April 20, 2025, from https://www.youtube.com/watch?v=LnA7n9qSB7E&t=255s
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