Brazil: What Rise of What Power?

From 2003, the L ula administration has started a discourse and a practice of B razil as a major international player. However, the conversion of a giant economy and political activism into regional and global power status has eluded B razil so far. Labels such as great power or leader do not fit it. This article suggests that the problem is not with B razil being unable to tick all the boxes but with the definitions that we use. Hence a call for new mental categories that better capture the surge of B razil and other emerging powers in the twenty‐first century. Drawing from the business literature, B razil can be better understood as an international manager.