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The purpose of this article is to analyse and propose the impact of emerging markets on existing diversified firm practices. Moreover, this paper seeks to identify the sustainability issues of diversified firms in emerging economies. In addition, based on institutional and resources-based prospective, we develop 12 propositions that can clearly identify what challenges are faced by a company when it tries to diversify in emerging economies. The paper draws from literature and experiential knowledge of the authors in the emerging markets to address the objective of the paper. The literature review starts with the influential work of Harvey et al. (1999) and ends with the report of World Economic Outlook Update, January 2015. Based on extensive literature survey, we identified some issues on diversified firms in emerging economies; and suggest some improvements that are needed in institutional and resource-based …