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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

Active citizenship key to building healthier communities
2014-09-22

Photo: Mamosa Makaya

The Office of Community Engagement in collaboration with Bloem Shelter, hosted a three-day Indaba on active citizenship. The focus of the event was to engage local government leaders, NGOs and social services groups on creating a society that is healthier, safer and more informed.

The over-arching theme of the Indaba centred on the strengthening of family structures, social and health service delivery, spiritual healing and counselling. Amongst the various speakers was Rev Jennifer Samdaan, Minister in the Methodist Church and community activist. During her presentation, ‘Youth, Women and Children at Risk in South Africa', she highlighted the challenges that women and youth in townships and rural areas deal with in their daily lives. One example is physical and sexual violence while commuting to school and work. Rev Samdaan’s organisation has been instrumental in engaging municipal authorities in the region of Kokstad to provide security and lighting on roads where women are most vulnerable to violent attacks as they commute from work.

Community workers discussed their contributions in the fields of marital and family counselling and mental health support services. They discussed the benefits of their collaboration with local judicial bodies and other community leaders to render services to victims of domestic violence.

Rev Billyboy Ramahlele, Director in the Office of Community Engagement, emphasised the role of leadership and the responsibility of political leaders and citizens alike to ensure accountability in the quest to build a healthier society.

Vanessa Booysen, a neonatal consultant for Newborn Care in South Africa, demonstrated the importance of bonding between mothers and their babies. She called attention to the negative effects on the development of babies when separated from their mothers and the future challenges this causes. Modern medicine also leads to fewer women giving birth naturally. Booysen stressed that "it matters how we are born". She encouraged health practitioners to go back to basics in maternal care to lessen the negative effects that pass onto children into adulthood.

The workshop concluded with an exhibition by various groups that showcased the information resources and services offered to communities in the Free State.

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