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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

Researchers urged to re-emphasise regeneration of grassroots
2013-10-23

23 October 2013

Institutions of higher learning have a critical role to play in the promotion and protection of indigenous knowledge systems. This is according to Dr Mogomme Masoga, UFS alumnus and Senior Researcher with the Development Bank of Southern Africa (DBSA).

Dr Masoga was addressing the 6th annual Indigenous Knowledge Systems (IKS) Symposium at the University of the Free State’s Qwaqwa Campus.

“The time has come for local communities rich with knowledge to be taken seriously by the researchers doing their work in those respective communities,” argued Dr Masoga.

“Power relations between the researcher and the communities involved in the research process should be clarified. The same applies to the ownership and control of knowledge generated and documented in a community.

“There is an increasing need for democratic and participatory development in our communities. This can be achieved by giving primacy to the interests, values and aspirations of the people at large. There must be a radical move from prevailing paradigm of development that suffers from relying on coercion and authoritarianism. There is a need to associate development with social needs. This will give validity and integrity to the local communities, thereby giving confidence to the leaders and their constituencies.”

Dr Masoga said that the time has come for African universities in particular to “de-emphasise factors that monopolise attention today. Factors like debt crisis, commodity prices and foreign investment, among others, must be replaced by emphasis on the regeneration of the grassroots. Many African universities and research institutions have not lived up to their responsibilities as guiding lights to the continent. However, all is not lost.

“The current global race for knowledge works against so-called developing countries, especially in Africa. There is a far greater need to have a code of ethics drawn up for researchers engaging with local communities, to ensure the promotion and protection of indigenous knowledge systems.”

Meanwhile, a cross-section of papers were also delivered during the symposium. These ranged from Moshoeshoe’s lessons in dealing with poverty alleviation as presented by Dr Samuel Mensah, Department of Economics, to indigenous grasses of Qwaqwa by Prof Rodney Moffett, Department of Plant Sciences. Also presenting lectures were Phephani Gumbi, African Languages; Tshele Moloi, School of Mathematics; Natural Sciences and Technology Education and Dr Tom Ashafa (Plant Sciences).

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