2025
Ane Izulain Alejos
Basque Institute of Competitiveness - Deusto Foundation
Abstract
This dissertation explores the ways in which social values influence the construction of a shared vision in the field of competitiveness for wellbeing, using the case study Euskadi 2040, a regional visioning exercise in the Basque Country. Employing action research for territorial development methodology, a conceptual and analytical framework is developed, by integrating theoretical knowledge (which bridges social values and futures domain literature strands) and key experiential learnings from the case study. The framework is tested and elaborated further via mixed methods, utilising European Values Study data alongside qualitative analysis of the process. Findings reveal that social values limit preferable futures, and determine where, if any, the shared vision is positioned. The distribution of values across the population enables or disables the existence of a shared vision in the territory. The study identifies three key stages where values play a role: visioning values (influencing the process), vision values (shaping the outcome), and vision-action values (guiding implementation). Moreover, while the level of values—whether individual, organisational, or territorial—is significant, the role in the process of those who “own” these values, particularly as leaders or participants, also needs to be considered as it has differential impact. The societal alignment on visioning, vision and vision-action values is fundamental for the development of a truly transformative vision that sets the direction of the competitiveness for wellbeing model of the territory in line with the three main transitions.
- Keywords: values; shared vision; competitiveness; wellbeing; futures
