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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

Schoolgirl builds giant Gingerbread house for Children’s Wing Project
2015-11-13


Professor André Venter, Head: Department of Paediatrics and Child Health, Morgan Pelser, and Tertia de Bruin, Project Coordinator: Children’s Wing: UFS Marketing.
Photo: Leonie Bolleurs.

“You have to dream before your dreams can come true.” These words rang true for Morgan Pelser from Bloemfontein when she fulfilled her wish on Tuesday 3 November 2015 at the launch of her ‘big and real’ Gingerbread house.

 

Pelser, 13, said she had the idea of building the gingerbread house over six months ago and began working tirelessly, raising funds for the project. She intends to donate the money raised from this initiative to the Children’s Wing Project at Pelonomi and Universitas Hospitals. It was back in Grade 4 when she had the opportunity to tour through the ICU, neonatal and paediatric wards of the two hospitals, that she saw the need for better equipment and facilities. Pelser hopes to raise R200 000 through the initiative.

 

Professor André Venter, Head: Department of Paediatrics and Child Health at the University of the Free State, said he was greatly humbled by the perseverance and passion shown by Morgan in executing her dream. “I work with children, so I know how resilient they are, but seeing this is amazing. We tend to give up so easily,” he said. He went on to say that the money will be greatly appreciated, as it will be used to provide health-care facilities for children at both hospitals.

 

The launch of the gingerbread house was a huge success. The house is currently outside Coco C at the Loch Logan Waterfront. Members of the public are encouraged to see and taste the giant house, where they can leave a message on the inside of the house. A minimum fee of R20 is requested.

 

Professor André Venter, Head: Department of Paediatrics and Child Health, Morgan Pelser, and Tertia de Bruin, Project Coordinator: Children’s Wing: UFS-Marketing.

Photo: Leonie Bolleurs.

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