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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 launches focused research niche areas
2009-11-20

The University of the Free State (UFS) will launch its six research niche areas, the Strategic Academic Clusters, from 23-25 November 2009 on its Main Campus in Bloemfontein.

These Clusters represent a move from a fragmented to a more focused approach to research development at the UFS and will in future direct the University’s research endeavours.

“The UFS is increasingly operating in a competitive environment where South African universities no longer compete only with their national counterparts, but also internationally. With the Clusters the University will follow a focused approach to the strategic selection of niche knowledge platforms and research areas,” says Prof. Frans Swanepoel, Director of Research Development at the UFS.

The Clusters are: Water management in water-scarce areas; New frontiers in poverty reduction and sustainable development; Transformation in highly diverse societies; Technologies for sustainable crop industries in semi-arid regions; Materials and nanosciences; and Advanced biomolecular research.

“The Clusters embody the pursuit of quality and excellence and the name signifies the University’s concern not only with research, but also with under- and postgraduate teaching and learning. The vision is that the Cluster activities will not only drive world-class research outputs, but also contribute to internationally renowned graduate programme activities,” says Prof. Swanepoel.

Each of the Clusters is led by a dedicated director who provides academic leadership, facilitates cutting-edge research, leverages multidisciplinary synergies and coordinates the overall Cluster activities.

Next week’s launch programme will start on Monday, 23 November 2009 with a gala dinner, followed by a plenary symposium on Tuesday, 24 November 2009, during which the Clusters will be introduced.

Several national and international experts in the fields covered by the Clusters will take part in this symposium. They are, amongst others: Dr Danny Walmsley from St Mary’s University in Canada; Dr David Wolfe from Cornell University and Dr David Clark from the National Institute of Health, both in the USA; Mr Mark Ashley from the Desert Knowledge Cooperative Research Centre in Australia; Dr Ian Goldman from the Office of the Presidency in South Africa; Prof Peter Ewang from the South African National Development Agency; Mr Willem Louw from Sasol Technology; and Dr Pumla Gobodo-Madikizela from the University of Cape Town.

On Wednesday, 25 November 2009 each Cluster will present its own symposium.

Media release
Issued by: Lacea Loader
Deputy Director: Media Liaison
Tel: 051 401 2584
Cell: 083 645 2454
E-mail: loaderl.stg@ufs.ac.za  
20 November 2009

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