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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

‘Language central to multidisciplinary society’
2012-03-22

 

Dr. Neville Alexander (right) discussed the role of language and culture in creating tolerance in South Africa. On the left is Prof. André Keet, Director of the UFS' International Institute for Studies in Race, Reconcilliation and Social Justice.
Photo: Johan Roux
22 March 2012

A multilingual state and culture could lead to more tolerance in South Africa, and schools and universities could play a leading role in the creation of a multilingual culture.

This is according to Dr Neville Alexander, one of South Africa’s foremost linguists and educationalists.

Dr Alexander spoke during a discussion session on language issues in a new South Africa at the University of the Free State’s (UFS) International Institute for Studies in Race, Reconciliation and Social Justice.

He said in a multidisciplinary society, language is central to everything we do. 

“Language has the ability to empower people or to disempower them. Yet the present government failed to value the other official South African languages, apart from Afrikaans and English.”

Dr Alexander said it is “convenient and cheap” for the government “to only govern in English”.

Government officials and academics often used the shortage of terminology and glossaries in various African languages as an excuse to use only English as the medium of instruction. This tendency puts young children in the South African school system at a disadvantage since it deprives them of their right to mother tongue education.

According to Dr Alexander, this is similar to the problems that academics experienced centuries ago when only Latin terminology existed for certain disciplines.

“It is the task of educationalists and experts to develop the necessary word lists and terminology to offer more economic value to all our official languages.”

If multilingualism was promoted at school level, a multilingual culture would become more acceptable in future. In this way, we could have an isiZulu of isiXhosa dominant university in South Africa in 30 years time.
 

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