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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

Amphitheatre to energise student life on the Qwaqwa Campus
2015-06-11

The Qwaqwa Campus of the University of the Free State is one of the fastest-growing rural campuses.

Since 2010, the campus has, among other things, built two new student residences, which provide accommodation for an additional 500 students. The old disused boiler room, which was used as a storeroom, has been converted into much-needed ablution and dressing room facilities at the sports fields.  The Faculty of Education now boasts a Technology, Engineering Graphics and Design Education laboratory. The project was funded by the Department of Higher Education and Training.

One of the student priorities is a common space in the form of an open amphitheatre in front of the library.

‘’The amphitheatre is a highly-welcomed structure on our campus as it will provide students with an informal environment to study, socialise and meet,’’ said the Campus Principal, Prof Prakash Naidoo.

‘‘We have erected this on an existing space that was already used for outdoor launches and events on the campus, and is in line with our thinking of energising student life on campus. In addition, we have complemented this with the use of solar energy, so that students can just plug in and charge their phones and laptops while they are in the amphitheatre.”

Excited students, Chibi Mosia and Tshilidzi Matshavha, in final-year Chemistry and Chemistry Honours respectively, concurred that the amphitheatre is a good project for the campus.

‘‘It is an important and distinctive feature for the campus as it adds to the growth of our beautiful campus,’’ said Mosia.

‘’It will also enhance the use of alternative energy sources to reduce the campus's carbon footprint,’’ added Matshavha.

The project is worth almost R2,5 m, and took 12 months to complete. The Department of Higher Education and Training also provided the funds for this project.

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