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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

Universities now public spaces to exercise citizenship
2016-08-30

Description: Prof Lis Lange critical conversation Tags: Prof Lis Lange critical conversation

Prof Lis Lange believes universities have a critical
role to play in advancing democracy.
Photo: Thabo Kessah

In an attempt to promote common understanding on governance, leadership, and management processes at the University of the Free State (UFS), the Institute for Reconciliation and Social Justice (IRSJ) recently hosted a critical conversation on the Qwaqwa Campus that was facilitated by Vice-Rector: Academic, Prof Lis Lange.

Prof Lange’s presentation firstly focused on the role that universities play, and the expectations thereof.

“From ancient history, universities have always had a critical role to play in the broader society,” she said. “They have always been characterised by the circulation of knowledge and ideas at a global level. They have always ensured that students’ skills and knowledge are properly certified.”

According to her, universities have changed quite a bit over the centuries.

“Historically, universities used to cater for the chosen few, but they now allow multitudes to have access as well. In the early 20th century, women and foreigners, for example, were excluded. How they relate to the society has also changed. They also used to create certain types of knowledge – at one stage this knowledge was influenced by the church. Research is now produced across a large spectrum of human and scientific knowledge,” she said.

Prof Lange also added that universities now even have a responsibility to advance democracy and to respond to societal needs.

“Despite the various tensions and contradictions between management and academic staff, between management and students, and between academic staff and students, universities are now public spaces to exercise citizenship. They provide space for all to have the right to speak and to be heard. They provide space for all to have similar rights and responsibilities,’ she said, while breaking down all the governance, leadership and management structures of the UFS.

The conversation was concluded with a question and answer session, with students mainly asking about internal UFS processes.

The session was well received by students.

“I really loved the conversation, which to me, was about breaking the walls between the management and students so as to achieve the goal of an effective university. We need more of these dialogues,” said Noxola Tshabalala, a BA Psychology student.

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