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The Franco-Swiss cross-border area of the Jura, located between Basel and Geneva, is well known for its watch industry and the success of “Swiss made.” Productive wealth and the attraction of cross-border workers give this highland territory an Eldorado-like image. But this Franco-Swiss border does not only generate windfall effects: it also leads to weaknesses and negative social and environmental effects. The Forum Transfrontalier, a think tank serving the development of a cross-border identity in the Jura, is interested in the effects of the productive economy on the well-being of the region’s inhabitants. We have supported this approach by mobilizing the notion of territorial value: defined as the value created, delivered, and perceived by all stakeholders in the territory. With the members of the Forum Transfrontalier, we used actor network theory, inviting companies, officials, and citizens to share their different points of view on the economic, social, and environmental development of the Jura.