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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

Literacy Month fosters the love of reading
2017-09-19

Description: Literacy Month fosters the love of reading Tags: Literacy Month fosters the love of reading 

Vutivi Baloyi author of Keep Hoping with Neo Kgoroba
one of the co-authors of In Our Own Words.


Literacy Month is celebrated in September each year at the University of the Free State (UFS) with various activities that are academic and community related and aim to join different departments in collaborative efforts to carry forward an awareness of literacy and the joy of reading among learners. The UFS Sasol Library lined up a series of events to celebrate the month, one of them being the launch of two books on 14 September 2017.

Vutivi Baloyi is a UFS student who wrote a collection of poems at the age of 17 which were recently published in a book called Keep Hoping. The book was launched alongside In Our Own Words, a collection of narratives written by UFS students about university life and transitioning from township high schools to a different culture, society and community, and the challenges with which they are faced.

In their own words, they share incredible experiences
The launch was attended by learners from Christian Liphoko High School in Thaba Nchu as well as Moroka High School and others. The compilation of narratives by UFS students was done under the auspices of Prof Merridy Wilson-Strydom through the Enabling Success project in the Centre for Research in Higher Education. Prof Wilson-Strydom said the project, supported by the National Research Foundation, was a profound way of empowering students by bringing out the value of the stories of their life on campus as they saw them, with each student writing a chapter on a specific theme.

Students as change agents and community builders
The student authors spoke to their audience from the heart, sharing words of advice, especially to younger learners who are still in high school. This has sparked a desire for the beginning of collaborative programmes between the individual university students and high school learners who hail from Botshabelo and Thaba Nchu, highlighting the need for mentorship, life skills, academic improvement and an opportunity to give back. 

The event is also part of the ongoing Launch Your Own Book project that has grown in 2017 at the UFS Library under the leadership of Mr Marcus Maphile, Assistant Director: Library Marketing and Community Engagement. Literacy Month will be celebrated with more events in September such as a round-table discussion in collaboration with the Academic and Non-Fiction Authors Association of South Africa (ANSAFA) on 20 September 2017 at the library, to discuss developing authors and the role of ANSAFA. More activities will include outreach and community engagement, with a visit to Christian Liphoko High School in Thaba Nchu on 21 September 2017.

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