Summary:

This paper seeks to convey a broader understanding of policy transfers between different sectors, focusing on transfers from the for-profit sector to local government. Specifically, we study the reasoning in a transfer process of branding and reputation management policy. Our case is a rural Norwegian municipality struggling to combat depopulation. This study is longitudinal. We discover that some original program elements cannot easily be transferred to the democratic context of local government. The transfer involves both interpretations and adjustments of the policy because of municipal institutional characteristics and values. The success of transfer depends here on the ability to balance the original policy with practices widely valued within the new setting.