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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

Kovsie student translates and interprets between English and Mandarin
2012-11-14

Chen-Shu
14 November 2012

When television channel e.tv recently interviewed successful Chinese businesspersons in South Africa and Tanzania, they turned to Kovsie student Chen-Shu Fang to translate from English into Mandarin. Chen-Shu, who has completed a BA Honours in Linguistics, is the first student in the Department of Linguistics and Language Practice translating and interpreting between English and Mandarin.

Born in Taiwan, Chen-Shu started her high-school education in South Africa in 1997 and matriculated in 2001. She completed a Bachelor’s degree in Taiwan, but returned to South Africa in 2011, enrolling for studies in the Department of Linguistics and Language Practice. After completing her honours degree in June 2012, Chen-Shu decided to also enrol for the practical honours module in Translation Studies in preparation of her Master’s degree next year.

“I have some background knowledge in linguistics, but during my studies at the UFS, I discovered an interest in interpreting and translation. Therefore, I changed my main focus from Linguistics to Language Practice,”says Chen-Shu.

This year, Chen-Shu also started offering translation and interpretation services. Her first interpreting brief from the Unit for Language Facilitation and Empowerment (ELFE) at the UFS was for Dairy Belle where she had to interpret for a technician from China. She furthermore assists in the translation of the website of Hsiang Chun Orchid Garden, a Bloemfontein-based company (www.hcorchids.co.za).

“I have a great interest in translation, and would also like to offer my language skills and knowledge gained in this course to the Mandarin-speaking community in Bloemfontein. This degree has given me the opportunity to practise and enhance the necessary language practice skills. ”

On assessing Chen-Shu’s translations, an external marker for Mandarin from Rhodes University commented as follows on our department’s course: “I am impressed by your generous and relaxed attitude towards such a diverse group of students, so that they can actually follow a translation course and develop translation skills within their own, unique context”.

 

 


 

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