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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

Ivory Coast too dependent on UN to combat violence against women
2015-10-08

During the seminar presented by the Centre for
African Studies (CAS) at the University of the Free State
were, from the left: Thesipo Machabaphala, student in
Gender Studies; Prof Heidi Hudson, Head of CAS;
Dr Peace Medie from the University of Ghana,
guest speaker; and Sesi Mahlobogoane, student in
Gender Studies.

The Ivory Coast is still too dependent on the work of the United Nations (UN) to combat violence against women in the country. There is much talk about ways to address the problem, but the government is still not acting quickly and effectively enough to make a difference in the long term.

These were some of the findings by Dr Peace Medie from the University of Ghana, guest speaker during a seminar series held by the Centre for Africa Studies (CAS) on the Bloemfontein Campus of the University of the Free State on 1 October 2015.

Dr Medie presented a seminar for students in the Gender Studies programme entitled Women, Security, and Justice: a Study of the Ivorian State’s Response to Violence against Women. Prof Heidi Hudson, Head of CAS in the Faculty of the Humanities at the UFS, facilitated the seminar.

For the sake of internationalisation, the CAS often presents guest speakers from outside South Africa to address its students. In addition , Dr Medie is from Africa.

According to Dr Medie, who conducted some 150 interviews during her research over two years, there was a shortage of resources in the Ivory Coast. This is also the case in several other African countries previously involved in war.

She believes the Ivory Coast should do more to combat violence against women successfully.

She said the UN had a great influence on the way people, especially the police, were thinking about the problem - which included sexual violence against women.

“The UN will not be there forever,” Dr Medie said.

“If response depended only on the influence of an international organisation, what would happen when the UN leaves?”

According to Dr Medie, a shortage of active women’s organisations also had a role to play. She was of the opinion that these organisations should put more pressure on the government to ensure better treatment for women.

“Local organisations are needed because it is not sustainable to depend only on the work of the UN.”


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