Nevertheless, the underlying firm-centric G-D logic remains rarely addressed.
The latter demands both a change in the firm-centric reasoning, attitudes and behaviour on the individual level, and in the firm-centric performance management and measurement systems on the firm and BU levels that guide and steer these individuals.
Vargo and Lusch (2004) label this firm-centric logic as the Goods-Dominant Logic (G-D logic).
The firm-centric BSCs of an EE's interdependent BUs are consolidated with the EE's own objective and BSCs (step 2).
This contradicts the firm-centric view that encourages contractual and legislative protection of knowledge and skills for competitive and risk-management reasons (Cullen 2000).
They also have to be flexible to take into account the changing context and the constellation of these teams, and the change process from a collaboration-inhibiting firm-centric view to a collaboration-supporting service logic.
However, neither perspective addresses the underlying firm-centric logic upon which organization design, and therefore the present performance management and measurement systems and the employment-relationship pull, is based (Gulati et al. 2012).
On the management level, organizations are moving away from a firm-centric type of strategy determined solely by executive boards, to a more inclusive type of cooperative value creation emphasizing cooperation with stakeholders (Bhattacharya 2009).
In the subsequent section, the EE is approached from the structural entity perspective and the incompatibility of the underlying firm-centric logic with meeting the performance management and measurement needs of EEs is explained.
This concern has been stressed since the 1970s and led to the introduction of relational mechanisms in combination with firm-centric theories such as transaction-cost economics (Paulin and Ferguson 2010).
We would argue that strategic firm-centric and meta-EE performance measures, and the combination of these intrinsic measures with co-ordination measures as suggested by the EEPMM, are inappropriate.
