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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

Messages and mail – what people say about Kovsies
2014-10-02

 
Letters from Kovsie students, parents, the community and even visitors to our university from across the globe regularly pour into our mailboxes and onto our social media pages.

To give you a glimpse of what they say about our institution, here are a few examples:

•    If you continue with this innovative thinking then the UFS will soon become the Ivy League institution of South Africa. – Chris Abels, United Kingdom

•    My daughter loves Kovsies. She has really come out of her shell as a result of the wonderful environment created by Kovsie leaders. She is flourishing and has for the second year in a row achieved the distinction of being a top academic student. Once again, thank you for your kind assistance which clearly indicates to me that Kovsies treat their students like family and not merely a number. – Grant Combrink, Port Elizabeth

•    The state of the University of Free State inspired me to go back to school and do my law degree. The cleanliness and the mood of the institution was inspirational and not only to me but also to a few of my colleagues. – Joseph Peter Kgomo, a journalist with the public broadcaster

•    I arrived in Bloemfontein to begin a one year appointment as a Fulbright Scholar. I have remarked to friends and colleagues in America that we can learn a great deal about hospitality towards our foreign visitors by embodying the altruism demonstrated throughout your campus. Thank you for the opportunity to become a Kovsie. – Professor Brenda C Eppley, Professor at Area Community College in Harrisburg, Pennsylvania, USA

•    I would like to congratulate you on the job well done regarding transformation and integration thereof. Indeed, the UFS that I am in is not the UOVS that I was in. – Tefo Masoetsa

•    I attended the Oprah Winfrey graduation ceremony in 2009 and when Dr Desmond Tutu received his honorary Doctorate. On both occasions one felt something big and miraculous was happening and many in the audience were moved. You are doing something down there in the Free State that really deserves attention! – Joy Summers, Producer: Carte Blanche

•    There will be much more hurt before our country is healed, but it will be the Kovsie doctors, psychiatrists and teachers applying the plasters and it will be the Kovsie architects, quantity surveyors, jurists and farmers building and regulating a new country. – Marzanne Lombard, proud former member of Soetdoring and Welwitschia Residences

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