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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

Visiting Professor, Piet Bracke, Speaks on Public Mental Health
2015-02-20

Piet Bracke

Professor in the Department of Sociology at the Ghent University in Belgium, Piet Bracke, recently visited the UFS to speak about his research on the Public mental health and comparative health research: between social theory and psychiatric epidemiology.

At the public lecture on Monday 16 February, Bracke stated that part of the sociological attention to mental health and well-being was rooted in the 19th century's romanticists' discontent with self and society. The classical and contemporary social theorists' views on the disconnection between culture and the ‘real’ self resembles the more recent evolutionary psychological assumptions about the maladaptation of  psychobiological mechanisms to contemporary societal arrangements.

In contrast to these perspectives, contemporary psychiatric epidemiological research has a strongly underdeveloped conception about the nexus between society and population mental health. Both perspectives, the social-theory-and-societal-discontent approach and the biomedical psychiatric epidemiological approach, have drawbacks. Starting from the pitfalls of the aforementioned perspectives, they have been exploring the challenges posed by the development of a macro-sociology of population mental health.

Recently, this research domain has received renewed attention of scholars inside as well as outside sociology. The rise of multi-country, multilevel datasets containing health-related information, as well as the growing attention on the fundamental social causes of health and illness, and the focus on population as opposed to individual health, has contributed to the revival of comparative public mental health research. Based on findings from their recent research, they have illustrated how taking the context into account is vital when exploring the social roots of mental health and illness. In addition, they have demonstrated how they can liberate a few so-called ‘control variables’ in risk factor epidemiology – e.g. gender, education, and age – from their suppressed status by linking them to core concepts of sociology. With their research, they hope to further the development of a macro-sociology of public mental health.

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