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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

Bright young mind shines
2016-12-12

Description:Candice Thikeson  Tags: Bowls  longdesc=


Candice Thikeson, a Master’s
student in Arts History and
Image Studies at the University
of the Free State.
Photo: Anja Aucamp

“I was once told that I looked ‘immaculate’, as always. We use the word ‘immaculate’ to describe the Virgin Mary, does it get better than that?”

To everyone else, she may be a Mandela Rhodes Scholar, Bright Young Mind and Abe Bailey Travel Bursary candidate, but there is more to this beauty that meets the eye.

Relating to women in the humanities field

Candice Thikeson, who is currently a Master’s student in Art History and Image Studies, says “I have a very strong spiritual foundation and my relationship with God really fuels everything I do. I also think being intentional about building great relationships with your family and friends is imperative.”

She says she has been inspired by different people at different stages of her life and draws a great deal from academics, creatives and activists. She relates best to women who are in the humanities and draws inspiration from the likes of Nigerian novelist, Chimamanda Ngozi Adichie, and Kenya-born, Somalian poet Warsan Shire.

“I love how they are able to comment on some of the most pressing issues black women face through beautiful and poignant writing. I also admire how frank these women are, something I’m still learning to be,” Thikeson says.

Pursue something you are genuinely interested in

The biggest misconception people have of her is that she studies art and she is working towards becoming an artist. “Fine art and art history is not the same thing. I don’t paint or make art at university, and I really don’t enjoy being called an artist.”

When asked about how she has become so successful at such a young age, she reiterated the cliché: “pursue something you are genuinely interested in and passionate about”. She adds, “if you are really good at what you do, your gift will make room for you in your field”.

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