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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

Excellent facilities, pleasant weather and hospitality attract international teams
2012-03-14

 

Germany and South Africa played friendly practice matches at the UFS during their training camps.
Photo: Johan Roux
14 March 2012

Three international hockey teams have used the practice facilities of the university since the beginning of the year to prepare for the Olympic Games in August this year. The German and South African hockey teams have practiced here on four previous occasions.

Due to the cold weather in Europe, Austria also held its hockey training camp at the university this year. In addition, four of Austria’s triathlon athletes used the cross country track and swimming pool on the Bloemfontein Campus to prepare for the Olympic Games.

Germany’s national hockey team practised at the university from 3 to 12 March 2012. South Africa made use of the facilities from 5 to 10 March and Austria’s national team has been practicing in Bloemfontein since 24 February. From 3 to 10 March, a club team from Austria also made use of the university’s facilities, including the astros, the swimming pool, the athletics track and the Biokinetics Centre. SV Arminem also played two matches against the men’s hockey team from Kovsies. The first match end 2-2. With the second match Kovsies won 4-1.

Other international hockey teams who have made use of the astros over the past six years include Russia, Argentina, Belgium, China, Azerbaidjan and the Netherlands.

Staff ensured that everything ran like clockwork during the different training camps. Ms Annemarie Ludick and Mr Frans van der Watt, under the guidance of Mr Mickey Gordon, Head: Institutional Promotion, Fundraising, Marketing and Sport, were responsible for the logistical arrangements and finances. Mr Johan Gerber saw to the maintenance of the astros. The university boasts some of the best equipped astros in the world. “Germany, for example, did not bring along any exercise balls, cones, or beds (for use by physiotherapists) because the astros are fully equipped,” said Ms Ludick.

The fact that international teams such as Germany (ranked second in the world), South Africa and Austria made use of the university’s facilities is significant. “The university’s first team got for example the opportunity to play practice games against these players. The training camps also contributed to the economy of Bloemfontein,” said Ms Ludick.

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