This paper reports the results of an attempt of integrating case and model-based reasoning for thinking about the future of regional images and the promotion of quality products and services in Auvergne and in Normandie. Part A reports results in the Production and Consumption Arenas: production ptrategies to be promoted, assessment scenarios, actions to be disseminated condition of adoption and success of these actions. Part B reports the results in Regulation Arena: prominent strategies, ways to improve the institutional system. In the two regions, the studied institutional system would gain in strength if institutions would revise their point of view about quality factors and about success factors of businesses. Or convince consumers and producers to adopt their perceptions. The system also would gain in strength if institutions would act to develop courses in construction and use of regional imagery for producers and institutions, develop courses in consumers' perceptions about quality factors, create structures facilitating contacts between consumers, producers and institutions, and integrate consumer's organisations into structures devoted to the management of quality. Focusing institutional strategies on training would increase the motivity of most institutions supporting the development of businesses and about 50% of institutions supporting the promotion of quality. But at the opposite, this strategy would decrease the motivity of about 50% of other institutions. Focusing institutional strategies on creating/ using regional images would increase the synergy of strategies of most institutions. But it would decrease the relative prominence of the current leaders.