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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

Dr Mercy Oduyoye receives an honorary doctorate for changing how women are viewed in theology
2015-07-08

Dr Mercy Oduyoye.
Photo: Johan Roux

Dr Mercy Amba Oduyoye received an honorary degree from the UFS Faculty of Theology in acknowledgement of the trailblazing work she has done in the field of African women’s theology. Known as the Mother of African Women’s Theology, Dr Oduyoye is the first black woman in Africa to have received a degree in theology. Ever since then, she has been changing views on gender in theology across the globe. Still at the office at the age of 82, Dr Oduyoye’s life work has centred on two areas: her work with churches, and her work with female theologians.

Women in religion and culture
Following the 2015 Winter Graduation Ceremony on the Bloemfontein Campus, during which Dr Oduyoye received her honorary degree from the University of the Free State (UFS), she presented a lecture on women in religion and culture at the Faculty of Theology. Dr Oduyoye gave a brief overview of her involvement in organisations since the early 1970s to eliminate patriarchal structures in theology, in order to produce a relationship of partnership between women and men. An area that lies especially close to Dr Oduyoye’s heart is that of storytelling, and the use of language. Therefore, a driving force behind her work has been the question: “How do we communicate what we believe as Christians?”

Writing in a way people can understand
This question led Dr Oduyoye on her journey to vernacularise theological language, and it became her mode of writing. “Very seldom will you find the classical or official theological language in my writing, because I’m writing as if I’m speaking to a youth group, a women’s group – or even my grandmother.” In this way, communication became her focal point to present Christianity in such a way that people can understand it, thus rendering it relevant to the situation in Africa.

Changes toward inclusive language
Dr Oduyoye has gone on to author four books and over eighty articles on theology from a feminist perspective. And after toiling for many years, Dr Oduyoye can now see the changes emerging – especially in the US – as Bibles, lectionaries, and hymns are increasingly adopting an inclusive language, giving women a presence and voice within the church.

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