The international business community has long praised Turkey as an economic powerhouse, however a certain je ne sais quoi keeps it from fully entering the club of emerging nations with high growth potentials in the coming years. Yet, while multinational Turkish companies show great confidence within their comfort zone they tend to adopt a lower profile in more established marketplaces in, for example, Europe and the US. Why does the Turkish example –where business fundamentals are sound and economic resilience a reality– receive only cursory attention in the countless reports analyzing swift recovering in the developing world? This article argues that it is due to a lack of business diplomacy and economic reputation.