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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

Physical Planning lives in recaptured space
2014-06-18

When the Department of Physical Planning decided on a new office premises, the team decided to tackle the project with an overarching theme – recycling.

It is important for Physical Planning to not only dictate to other departments on campus, but to set the example themselves,” says Nico Janse van Rensburg, Director: Physical Planning at the UFS. 

Recaptured space

New office space on campus is simply not available. It was therefore decided to recover space and a store room was identified. “Fortunately, the storage area had ceilings. However, it was dilapidated and was sagging all over. To divert attention from the ceiling, we painted it in a dark colour and the walls white.

“All wiring was also done superficially. It draws the attention away from the uneven surfaces and simplifies work on the wiring. Instead of trying to hide it, we made a focal point of it,” says Janse van Rensburg.

Recycled building materials

Lots of the building material that was used to convert the storage space into offices, was recovered from other building projects on campus. Material that would normally be discarded was utilised creatively to not only serve a practical purpose, but also an aesthetic one.

A laboratory basin was used as wash basin. Remaining parts of granite slabs from other sites were utilised as top for the basin. Existing toilets were also reused. To enhance the atmosphere, new taps in an affordable, but durable range were installed.

Recycled furniture

We rambled through every possible store room to find furniture. Tables were simply sanded and varnished and look better than new. Even the cabinet at the entrance was saved from wind and weather and reused.

Hot and smart

Only one screen wall was built. It was left in raw brick, unplastered and unpainted to contribute to contrasting textures. Existing walls were left painted or unpainted as it was before.

“The environment that was created breaks down several existing perceptions. Such as the perception that everything has to match; everything has to be plastered and painted and many others. This is an example of how different materials can be combined to create a lively environment.

“Staff members have already moved into their new offices and are very satisfied,” says Janse van Rensburg. 

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