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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

Plant-strengthening agent a result of joint effort between UFS and German company
2015-07-27

Research over the past few years has showed that the agent applied mostly as a foliar spray subsequently leads to better seedlings as well as growth and yield enhancement of various crops.

The application of a plant-strengthening agent in the agricultural industry has, until recently, been largely ignored, says Dr Elmarie van der Watt of the Department of Soil, Crop, and Climate Sciences at the University of the Free State (UFS). The agent was co-developed by researchers at the UFS and a German company.

The product is moving into new markets, such as China, Vietnam, the USA, and Australia.

ComCat® was the result of extensive research by the German company Agraforum AG. Commercialisation was limited initially to Europe, while research was expanded to other parts of the world, with the University of the Free State as the main research centre.  ComCat® is a unique, non-toxic plant strengthening agent derived from wild plants. It enhances plant growth and yield, as well as resistance against abiotic and biotic stress factors.

Dr Van der Watt says that, in nature, plants communicate and interact by means of allelochemicals (the inherent silent tool of self-protection among plants) and other phytochemicals (chemical compounds that occur naturally in plants), as part of their resistance mechanisms towards biotic and abiotic stress conditions.

Most wild-plant varieties are usually well-adapted to resist these stress factors. However, monoculture crops have lost this ability to a large extent. “Active compounds contained in extracts from wild plants applied to monoculture crops can potentially supply the signal for the latter to activate their dormant resistance mechanisms.” 

Research over the past few years has showed that the agent applied mostly as a foliar spray subsequently leads to better seedlings as well as growth and yield enhancement of various crops.  A major advantage is that, despite its enhancing effects on root development and yield, it does not induce unwanted early vegetative growth that could jeopardise the final yield, as happened in the past for nitrogen application at an early growth stage. 

Dr Van der Watt says, “Physiological data on the effect of the natural bio-stimulant product on photosynthesis, respiration, and resistance towards biotic stress conditions indicate that it can be regarded as a useful tool to manipulate agricultural crops. Research also showed that the field of application for this natural product is never-ending, and new applications are being investigated every day.”

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