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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

Learners to benefit from UFS Partnership for academic excellence
2013-02-21

 

Thokoana Makaota learners listening attentively during the launch of the partnership with the UFS.
Photo: Thabo Kessah
21 February 2013

The university’s quest for academic excellence in the education system paved the way for the Faculty of Education on the Qwaqwa Campus to enter into a mutually beneficial partnership with a local school, Thokoana Makaota Secondary.

This recently launched partnership will enable learners who are currently in grades 10-12 to attend supplementary classes on the campus.

“The aim of this partnership is to expose learners from the school to adequate tuition in subjects that are generally perceived as difficult. We want them to gain as much confidence as possible when tackling these subjects, therefore they will be using our well-equipped laboratories and classes”, said Dr Lekhooe Letsie, the Programme Coordinator.

“We will also benefit from this as our own final-year education students will act as tutors. This will help them gain confidence before they venture into the real job market next year,” Dr Letsie said.

Dr Letsie also revealed that the student-teachers will be closely monitored by their mentors to ensure maximum success.

The school’s Deputy Principal and UFS alumnus, Serame Sello, said that the school felt humbled by this gesture from the UFS.

“We are confident that this working relationship will yield very positive results for the school and enable us to improve on the 84% pass rate obtained in 2012,” Sello said.

“We did not do so well in the subjects that will be covered here. For instance, we obtained 43% and 61% in Physical Science and Mathematics respectively, but with this partnership we hope for improved results this year,” said Sello.

Other subjects to be covered include Geography, Life Sciences, Economics, and Accounting. The different grades will commute to and from campus on different afternoons.

 

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