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27 August 2019 | Story Valentino Ndaba | Photo Pierce van Heerden
Prof Brownhilder Neneh
Prof Brownhilder Neneh’s research paper was selected as Highly Commended in the 25th annual Emerald Literati Awards for Excellence.

Customer orientation is a firm strategic capability that enables businesses to identify opportunities that can be exploited to improve their performance outcomes. However, the gap between this capability and actual firm performance is quite wide when it comes to Small and Medium Enterprises (SMEs), possibly because of the limited resources to effectively utilise this capability. So what can be done to ensure that all businesses that have this capability benefit from it?

This is the question which a paper by Prof Brownhilder Neneh seeks to address. The article, titled Customer orientation and SME performance: the role of networking ties, was recently published in the African Journal of Economic and Management Studies. Both the theoretical weight and practical implications of the research led to the journal’s editorial team selecting the article as Highly Commended in the 2019 Emerald Literati Awards. 

Finding solutions to real-world problems 

Not only is Prof Neneh responsible for innovating the way she leads as the Head of the Business Management Department at the University of the Free State (UFS), but her goal is to also constantly impact the way problems are solved in the business world. “Growing up, I was always fascinated about entrepreneurial stories, how people start and grow their businesses. However, I later learned that businesses had a very high failure rate,” she says. 

“As such, given the significant role that entrepreneurship plays in economic growth and addressing socioeconomic issues in our societies, I became motivated to find evidence-based solutions that could be implemented by businesses to enhance their chances of success.”

Research goals

Prof Neneh says her outlook for the future is “to continue producing high-quality research that can make a meaningful impact in advancing both the theory and practice of entrepreneurship”.

Seeing that governments the world over are increasingly depending on entrepreneurship for economic growth and addressing most of the existing socioeconomic issues, evidence-based entrepreneurship is increasingly needed. For Prof Neneh, moving forward means continuing to channel focus in this area.

News Archive

First-year wellbeing a top priority at Harmony residence
2017-06-07

Description:First-year wellbeing a top priority at Harmony residence Tags: First-year wellbeing a top priority at Harmony residence

Ladies from the House Harmony, a unique residence
that focuses on first-years’ experience.
Photo: Supplied

A unique residence that focuses on first-years’ experience, is exactly what Harmony sets out to provide for all first-year students at the University of the Free State.

A residence focusing on mentoring

Entering the adult world can be a daunting experience, but Harmony, unlike other residences on campus, focuses on mentoring. Harmony came to life in 2014 and has assisted many first-years in adapting to the university environment.

According to Pulane Malefane, Residence Head of House Harmony, they have witnessed a significant change in the pass rate of first-year students. “We have realised that first-years gain confidence much quicker than in other residences where they still need to find their way around seniors,” she says.

Adapting to the varsity environment

Harmony makes use of a Residence Assistants (RA) system, not Residence Committees (RC). The RA stay in corridors with their mentees in order to have close contact with them. An RA’s primary role is to be a mentor to first-years and also expose them to different co-curriculum activities on campus. They assist them in adapting to the varsity environment quicker, so as to be able to focus and concentrate on their academics.

Nicole Rabe, RA First-years, says the Harmony belles never cease to amaze her. “Watching these first-years grow from the high school girls that arrived at the start of this year, to the independent women they are now, has truly been a blessing.”

Malefane mentions that they intentionally try to place students from one faculty in the same corridor. In that way, mentors and residence assistants are in close proximity to them. “We have study rooms in each and every corridor of Harmony, making it easy for students to study close to their rooms at any time,” she says.

Phathutshodzo Nekhavanmbe, a first-year LLB student, says she could not have asked for a better house to be placed in. “The Harmony experience has been great so far, as the people living there are approachable and eager to lend a helping hand.”

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