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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

Community builders honoured at Community Engagement Awards
2016-10-13

Description: "06 -10-2016 Comm Engagement Awards Read More Tags: Comm Engagement Awards

Photo: Charl Devenish

The office of Community Engagement held its annual Community Engagement Awards at the University of the Free State (UFS) on 5 October 2016. This year, the ceremony celebrated people who gave themselves selflessly to improve the lives of those around them who are less privileged. Key players in various sectors of society were recognised and honoured for their contribution and commitment towards a common good.

Dr Richard Teare, president of the Global University for Lifelong Learning (GULL), was the keynote speaker at the ceremony. GULL, a non-profit foundation, operates across the world, providing access to lifelong learning for communities, giving each individual an opportunity to make a difference in their world. Dr Teare talked of places that lack the provision and infrastructure to access higher education and said that through community service programmes, social and economic development was enhanced, and the necessary expertise and resources were provided to drive a community towards a greater good. “Community engagement espouses academic excellence—it enables people to discover their full potential.”

Through its partnership with GULL, the University of Free State has worked with women from Bloem Shelter, an organisation that provides assistance to underprivileged women and children from diverse walks of life. The women were equipped with the necessary skills and knowledge they needed to become self-sufficient - an experience that has yielded positive, constructive change in the women’s lives. 

The awards also acknowledged the boldness and innovative support of members of the Free State community in their various sectors. Among those awarded was Dr Choice Makhetha for her contribution in building capacity for those involved in community service programmes. She also designed and created approaches to improve situations in schools, churches, community organisations and small businesses. Also presented with an award was Dr Dipane Hlalele of the Qwaqwa Campus for his role as principal investigator in two National Research Foundation (NRF) -funded projects; Rural Relational Leadership and Sustainable Rural and Urban Connection. The ICT Innovation in School Education division of the South Campus was also recognised for its Internet Broadcast Project (IBP), which provides lessons on different subjects to 72 000 learners and 3 000 teachers each week.

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