By drawing attention to the planning islands of firm organizations in a market economy, Coase makes us believe that besides the price mechanism, there is another means of coordination, namely deliberate coordination. With the firm as an exemplary case of deliberate coordination was introduced into landscape of economics, Coase initiated a new research program which is to inquire into how efficiency is (and could be) achieved via various kinds of institutional arrangements, from the price mechanism, to firms, to government regulations. This paper acknowledges the positive role Coase has played in drawing economists’ attention to the generally neglected field of organizational research. It criticizes, however, his research program for viewing the economy, or society, from the perspective of some concrete decision-making entity.