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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

SA women’s Hockey players give a recount of Hockey World League
2015-07-02

Nicole Walraven and Liné Malan
Photo: Hatsu Mphatsoe

Three of the star players of Kovsies Hockey formed part of the South African Women’s Hockey team, which competed at the Hockey World League (HWL) tournament in Spain.

Hatsu Mphatsoe, student assistant at the Department of Communication and Brand Management, spoke to Nicole Walraven and Liné Malan. Tanya Britz will be returning only at a later stage to South Africa.

As key players in the Kovsies women’s team, Malan and Walraven (along with Britz) have a new wealth of knowledge that could assist the team in their forthcoming USSA tournament. Here are some of the sentiments they had to share:

What was your reaction when you first received the news that you’d be representing the country in Spain?

Liné: “It was a shock to me, I honestly didn’t expect it. At the same time, I was extremely excited to be granted the opportunity to represent my country, and prove my worth to the team.”

Nicole: “I was so excited and felt honoured! To represent my country at such a big tournament is amazing. I was very nervous, but excited.”

How has playing at an international level improved your personal performance and mentality of the game/sport?

Nicole: “Playing at such a high level has helped my hockey immensely. It has helped me read the game better, it has upped my self-confidence, and it has also improved my ability to deal with pressure.”

Liné: “Playing at an international level looks much easier than it is. It is a much faster game, the pressure on the ball is much higher, and the individual skills are on a different level. It has helped me to lift my game, and make decisions much quicker. It has honestly benefitted me as an individual, and I’ve learnt so much from the experience.”

Now that you’ll be going to play at the USSA tournament, what new perspectives do you wish to bring to the team in order to improve its overall performance there?

Nicole: “The importance of teamwork as well as adapting the game plan according to the situation and the opposition. Constant hard work and a never-give-up attitude are vital. One quote that stood out from the tournament is ‘1MT, 1MT’ which stands for ‘1 More Thing, 1 More Time’.

Liné: “Going to USSA, I now have a better understanding of what pressure is, and how to make better decisions. We will still make use of our Kovsies brand of Hockey, which is our passing game, and apply all aspects to the best of our ability.”

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