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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

UFS academics serve high in ranks of Cereal Science institutions
2017-10-10

Description: Cereal Science Tags: Cereal Science

Dr Angie van Biljon, Senior Lecturer in the Department of Plant Sciences at the University of the Free State (UFS), was elected as president of Cereal Science and Technology South Africa (CST-SA) at their bi-annual general meeting, in Pretoria.

Prof Maryke Labuschagne, Professor in Plant Breeding at the UFS and official representative of South Africa in the American Association for Cereal Chemists International from 2007, was re-elected as the South African representative to the American Association for Cereal Chemists. She attends the annual conference in the US as well as the International Association for Cereal Science and Technology (the European counterpart of AACC) regularly. “I use these conferences to report on the research done by the research team at the UFS on gluten protein, baking quality and nutritional value of cereals,” she said.

Prof. Labuschagne was also involved in a training course for the baking industry. 

Both Dr Van Biljon and Prof Labuschagne are involved in research on wheat gluten proteins, which is critical to the baking industry. CST-SA is a platform to disseminate this and other research, not only locally but also internationally. The aim of this society is to advance cereal science and technology both in the public sector and in the industry of Southern Africa.

CST-SA creates an opportunity for staff and
students working on cereals to interact
with the industry. This prevents research
from being just academic and creates
an opportunity to bring the research and the
industry together.

Wheat research not just academic
According to Prof Labuschagne CST-SA creates an opportunity for staff and students working on cereals to interact with the industry. This prevents research from being just academic and creates an opportunity to bring the research and the industry together. This has been very useful for students at the university working on cereals, as they have made presentations at the “New Voices” symposium, a forum for postgraduate students to present their research.

“Through CST-SA we have also, through the years, presented our research on an international level at the annual meetings of the American Association for Cereal Chemists and the International Association for Cereal Science and Technology,,” said Prof Labuschagne.

The science of cereals
CST-SA is an association of organisations and individuals, from both the private and public sectors, who are actively involved in the science and technology of cereals. Its aim is to promote the dissemination of knowledge and information on cereal science and technology through meetings, publications, workshops and other means. CST-SA also organises training courses for the industry. In the past years there was a course for the baking industry and one for the milling industry and also the “New Voices” symposium”.

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