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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

First-years excited about new life at university
2017-01-25

Description:Residences welcome class of 2017  Tags: Residences welcome class of 2017  longdesc=

First-years moved into residences at the
Bloemfontein Campus of the University of
the Free State on 20 and 21 January 2017.
Photo: Rulanzen Martin

The Bloemfontein Campus of the University of the Free State was abuzz with excitement as first-year students arrived at their new homes and residences, brimming with enthusiasm at starting a new chapter in building towards a professional career.

Although there were some mixed emotions about leaving the nest, most students were excited about the times ahead as they moved into their residences on 20 and 21 January 2017.

Student life and building a career

“I am looking forward to a new adventure, to student life and living at university. Also to build my future here,” said Veruska van Schalkwyk, as her parents, who had driven all the way from Springbok in Northern Cape, helped her unpack at Harmony residence.

Veruska, who will be studying Nursing, said she loved TV programmes like Grey's Anatomy. “Nursing has always been my passion and something I loved. I have always loved helping people.”

University provides a prosperous future

For Okuhle Gubevu, who will also be a first-year in Harmony, the UFS is the ideal place to further her career. “Out of all the research I have done, the University of the Free State is the one university that has a prosperous future for me in my ventures to become an accountant,” she said. “Because of that and because it is not too far from home, I decided on the UFS.”

Mopeli Lebohang will be staying in Outeniqua residence and is keen to work hard. “I heard the course I am studying, B Accounting, is the third toughest course at the university,” he said. “I am excited, because I like challenges.”

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