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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

Thirteen UFS students among Top 100 at GradStar awards
2016-11-04

Description: Top 100 at GradStar awards Tags: Top 100 at GradStar awards

Minette Nortjé, Jon-Dylon Petersen and
Bongani Mtotoba from the University of the Free State,
were part of South Africa’s Top 100 graduates.
Photo: Rulanzen Martin

Thirteen students from the University of the Free State were selected as part South Africa’s Top 100 graduates in the GradStar programme.

The programme, which is sponsored by FNB and Fasken Martineau, was set up by BlackBark productions and GradConnection. It is a unique opportunity for each graduate to draw upon the expertise and knowledge of those gone before them.

GradStar programme 2016

The GradStar programme matches the country’s best future graduates with potential employers and business mentors. The Top 100 students were selected based on leadership criteria and readiness for the workplace, in addition to their academic performance. The programme ended in employer workshops with the Top 100.

To have been in the Top 100, the candidates went through a rigorous four-phase judging process. This process consisted of the application to the 2016 GradStar programme, psychometric testing, video interviewing and an assessment day followed by the awards ceremony. The list was announced at a gala dinner at Wanderers Club on 27 September 2016.

13 top students from the UFS
The top students from the UFS and their majors are:

•    Bongani Anthony Mtotoba: Law and Accounting
•    Jon-Dylon Petersen: Quantity Surveying
•    Helena Scholtz: Economics
•    Mbali Moeketsi: Media Studies and Journalism
•    Minette Nortjé: Law
•    Molebogeng Motseke: Marketing Communication
•    Neo Mathinya: Agronomy
•    Phila Tantsi: Money and Investments
•    Ramona Govender: Criminal Law
•    Tiisetso Mashele: Mathematical Statistics
•    Tshimologo Roestoff: LLB Law
•    Tyrone Morehen: LLB Law
•    Vhuthuhawe Sadiki: Corporate Marketing and Communication

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