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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 appoints new head for Research Commercialisation and Business Development
2009-02-27

The University of the Free State (UFS) has appointed Dr Glen Taylor (pictured) as the new head of the Office for Research Commercialisation and Business Development.

The purpose of this new office is to optimize the commercialization of innovation and intellectual property at the UFS.

According to Dr Taylor, the core function of this office is to establish a sustainable third stream of income from intellectual property in order to diversify the funding base of the University. In essence, the office is responsible for the facilitation of technology transfer.

Aside from the normal aspects associated with technology transfer, such as innovation disclosure, intellectual property protection (patenting) and licensing, a rather broader approach of transferring knowledge to a user in society will also be sought.

“It is evident that the funding environment has changed significantly due to a shift in priorities from public funded agencies, which have impacted hugely on tertiary education,” said Dr Taylor. “Furthermore, due to the changes in the state funding of universities, there is more pressure on these institutions to become financially self-sufficient.”

“So in the light of these challenges, universities as generators of knowledge have a fundamental role to play in the knowledge society, and through the process of innovation and intellectual property development there must be value to the institutions and the individuals.”

Dr Taylor is the former Head of the Department of Agricultural Management and manager of research, technology and innovation activities on the George Campus of the Nelson Mandela Metropolitan University.

The Office for Research Commercialisation and Business Development was established at the beginning of 2009.

26 February 2009
 

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