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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

SAFOS seeks to integrate folklore studies into education
2015-10-15

From the left are: Bahedile Letlala, Dr Elias Malete, Hannetjie du Toit, Dr Sara Motsei, Dr Edwin Mohatlane and Prof Mogomme Masoga.

The University of the Free State was proud to host the national conference of the Southern African Folklore Society which took place on 7-9 October 2015 on the Bloemfontein Campus. The focus of the conference was on how to integrate folklore studies into the 21st century.

Keynote speakers for the conference included Prof Antoinette Tidjani-Alou (Professor of French and Comparative Literature at University Abdou Moumouni), Prof Mogomme Alpheus Masoga (University of Venda), and Prof Mohlomi Moleleki (University of the Free State).

The speakers approached their subjects in great detail, tackling issues surrounding identity, social cohesion, and orality on the African context. One of the main co-ordinators of this event, Dr Elias Malete from the Department of African Languages at the UFS, highlighted one of the speaker’s topics, which focused on the importance of harnessing a collectivistic culture, as the African context does not entertain individualism. When asked about how such a conference fits into the UFS context, and where it could be applied, Malete mentioned the burning issue of the language policy review. He believes that: “The language should be inclusive, in as much as our theme says we cannot entertain individualistic approaches, but need to include everybody.” This is achieved through working with the Language Departments,” he said.

In particular, the topic presented by Prof Moleleki from the Department of African Languages, explored how the self-perception of an African, both as an integral member of his society as well as an independent individual, not only informs but also underpins his identity.

In all the topic discussed, the importance of coherence, transparency, and correctness was noted.

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