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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

Academics should strive to work with students towards publishing, says NRF-rated researcher
2017-07-17

Description: Dr Rodwell Makombe Tags: National Research Foundation University of the Free State Qwaqwa Campus Department of English  

Dr Rodwell Makombe, Y-gegradeerde navorser.
Foto: Thabo Kessah


“The National Research Foundation (NRF) is a prestigious research institution and to be recognised by such an institution means that my work is worthwhile. This alone motivates me to do more research.” This is how Dr Rodwell Makombe reflected on his recent recognition as an NRF-rated researcher – one of the few on the Qwaqwa Campus. He is a Senior Lecturer in the Department of English at the University of the Free State’s Qwaqwa Campus.

“This recognition is indeed an important milestone in my research career. It means that my efforts as a researcher are recognised and appreciated. The financial research incentive will enable me to engage in more research, attend conferences, and so forth,” he said.

Comparing research in the Humanities and Sciences

Dr Makombe’s research area is broadly postcolonial African literature, but he is particularly interested in postcolonial literatures and resistance cultures. He is currently working on a book project entitled Visual Cultures of the Afromontane.

When asked what he thought about Natural Sciences being in the lead as far as research is concerned, he said that this is mainly caused by funding opportunities.

“It means that my efforts as a
researcher are recognised and
appreciated.”

“It is easier to access funding for research in the Natural Sciences than for the Humanities. Researchers in the Humanities usually do research without any form of funding. However, there are also differences in the way research is done in the Sciences than in the Humanities. Science researchers tend to work together on different projects, which make it easier for them to have their names on publications, no matter how small their contribution. This is also connected to the issue of funding,” he added. 

He continued: “Since research in the Humanities is largely unfunded, it is difficult for researchers to establish research groups. Another issue is that most academics in the Humanities do not necessarily teach modules within their research interests. Therefore, they tend to be overloaded with work as they have to do research in one area and teach in another area.”

NRF-rating and funding

For Dr Makombe, the solution to this challenge lies in academics in the Humanities working towards publishing with their students. “This way,” he said, “both the students and the academics will get publications that will help them to get NRF-rating and other forms of research funding. Modules in the Humanities need to be aligned to academics’ research interests to avoid mismatches between teaching and research.” 

He previously worked at the University of Fort Hare and the Durban University of Technology and has published several articles in both local and international journals.

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