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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

Meet the person behind the title – your new FaceOfFacebook
2015-04-29

Kovsies #FaceOfFacebook was born three years ago out of a need to engage with students, and become a virtual friend. Auditions are held every year to choose the new ‘face’ representing the UFS on Facebook. The successful candidate holds the title as #FaceOfFacebook for the next 12 months, attending events, and filming short video clips to post on our Facebook page.

 

The votes have been counted, and we have a winner. After much excitement and a close contest, Nompumelelo Maseko (whose name, fittingly, means ‘success’) emerged victorious from the top six contestants selected by our panel of judges. We sat down with the soft-spoken Mpumi – as her friends call her – to get a sense of the person who will be our ambassador for the next year.

 

What is your field of study, and how far along are you?

I am studying for a BSc degree in Genetics, and I’m currently in my second year. I have a particular interest in the forensic sciences, which fascinate me!

 

Are you originally from Bloemfontein?

No, I am originally from Pretoria.

 

How is it that you ended up here, studying at the UFS?

Before leaving school, I applied to various universities, but my desires and ambitions brought me here.

 

How do you find your residence?

Akasia ladies are big on sisterhood, very supportive. Res life is very enjoyable.

 

What do you hope to accomplish during your term as the #FaceOfFacebook?

I would like to help people become aware of what is taking place on campus. There are many opportunities to be more engaged with what is happening at the varsity. For instance, there are still many people who don’t really know what the #FaceOfFacebook is, and I would like to help inform them about it.

 

What is your motivation in your studies, in taking part in this contest, and in life?

I am intrigued by the function of life forms, the differences that exist at a cellular level.
For this competition, I fed off my love of people, even though I am shy. I also enjoy presenting.


I have my parents to thank as my motivation, as well as meeting and engaging with people. I find that I achieve a broader perspective when I don’t restrict myself to my own opinions, but strive to be open to differing views.

 

Nompumelelo will be appearing in one of her first Facebook videos shortly, so be sure to keep an eye on our Facebook page.

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