Reputation management in turmoil—An analysis of the clashing narratives in the introduction of a “salmon tax” in Norway

This study deals with reputation management, addressing collective issues, strategic communication by the government, and the dynamics between this communication and counter‐symbols from societal stakeholders. Empirically, it examines the political debates in Norway in recent years regarding the conflict over establishing a “ground rent” tax on extra profit earned through use of natural resources belonging to the community, related to salmon farming. The overall research question is how major concepts from reputation theory can explain the process and outcome of the decision‐making process. A main finding is that reputation varies across reputational dimensions and actors, and between government and audiences. Another is that it is necessary to examine reputation in relation to the field, the actors, and the task environment it concerns. The study also shows that reputation management is informed by the politics of reputation, revealing the challenge of balancing evidence‐based policy making and being responsive to opinion‐based stakeholder input, and that reputational threats and strategic communication are interlinked.