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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 sets trend for higher education institutions
2005-09-21

The University of the Free State (UFS) offers more service-learning courses than any other higher education institution in the country and has the highest number of students enrolled for these service-learning courses.

This was the research findings on higher education institutions conducted between 2001 and 2004 by the Joint Education Trust (JET) into service-learning courses. These are courses which seek to integrate service to the community into the academic core of higher education institutions.

The results of this research indicated that the UFS is one of the few higher education institutions in South Africa that have made progress in integrating community engagement into the mainstream academy.

According to the findings 2 233 students at the UFS participated in service-learning courses supported by JET, while 858 students at the University of Transkei (UNITRA), 636 students at the University of the Western Cape (UWC) and only 600 students at the University of the Witwatersrand (WITS) participated in service-learning courses.

In total there were 6 930 students participating in service learning courses supported by the JET at 10 institutions throughout the country.

The research also found that out of a total of 182 service-learning courses supported by JET countrywide, the UFS had the highest number of such courses at 42, followed by WITS with 28, the University of Kwazulu Natal with 26, UWC 24 and UNITRA with 22.

Nationally, most of the service-learning courses at higher education institutions are offered in the human sciences (62), followed by health sciences (37), education (26), agriculture (14), and economic sciences (11).

According to leading academics, service-learning is a credit-bearing, educational exercise in which students participate in an organised service activity that meets identified community needs and helps the student to gain a deeper understanding of course content and a sense of civic responsibility.

Reacting to the research findings, the Rector and Vice-chancellor of the UFS, Prof Frederick Fourie, said the university feels strongly that there should be integration of service-learning into the academic core of the institution.

“Through service-learning modules the UFS can give expression to its role of service to the community as an institution of higher learning, producing quality graduates who understand the communities in which they will have to function for the rest of their lives,” Prof Fourie said.

According to Mr Jo Lazarus, the project manager of the Community-Higher Education – Service Partnership (CHESP), which falls under the JET, a number of institutions have identified community engagement as a strategic priority and have allocated significant resources from their central budget towards its implementation.

Mr Lazarus said most students have an overwhelmingly positive attitude towards service learning.

“A large percentage of students surveyed indicated that their service-learning course helped to improve their relationship skills, leadership skills and project planning abilities. As significant is the fact that these courses also benefited them in terms of their awareness of cultural differences and opened their eyes about their own cultural stereotypes,” said Mr Lazarus.

“The key challenge still hampering the integration of service-learning as a core function of academic activity is that some institutions still see service-learning as an add-on, and nice-to-have activity,” he said.

According to Mr Lazarus higher education must demonstrate social responsibility and commitment to the common good by making available expertise and infrastructure for service-learning as a form of community engagement.

Media release
Issued by:  Lacea Loader
   Media Representative
   Tel:  (051) 401-2584
   Cell:  083 645 2454
   E-mail:  loaderl.stg@mail.uovs.ac.za
   20 September 2005

 

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