Author:

Wagner Pralon Mancuso

Abstract:

This chapter examines the political strategies adopted by industrial entrepreneurs in their campaign for reducing the so-called ‘Brazil cost’ (custo Brasil) — which refers to factors and conditions that are perceived as hindering competitiveness — and the outcomes achieved through this campaign. It covers a period of 12 years that embraces President Cardoso’s two terms in office (1995–2002) and President Lula’s first term (2003–6).