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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 welcomed to the Kovsie family
2017-01-30

Description: Prof Francis Petersen  Tags: Prof Francis Petersen

Newly appointed Vice-Chancellor and Rector of the
University of the Free State, Prof Francis Petersen during
the first-year welcoming.
Photo: Charl Devenish

“How do you like my new blazer? Do you think these stripes suit me?” These were the words of the newly appointed Vice-Chancellor and Rector of the University of the Free State, Prof Francis Petersen, as he took to the stage in his #ProudlyKovsies blazer to welcome the 2017 first-years to the Kovsie family.

The event, which was also the start of the first-year Gateway Programme, took place on Saturday, 21 January 2017, and saw first-years and their parents make their way to the Red Square on the Bloemfontein Campus where they were formally welcomed.

UFS to produce world graduates
As newcomers, Prof Petersen wanted the fresh faces to feel welcome, to feel a sense of belonging. “You are now a Kovsie, and we want you to experience that Kovsie life until you graduate,” he told them.

During his speech, Prof Petersen reassured parents that the academic year would be completed and that the UFS would operate as an institution. He encouraged the students to absorb and gain knowledge and said the university would strive to ensure excellent knowledge. “At the UFS, we want to produce graduates for the world, and we need to ensure that we use our knowledge to uplift society,” he said.

Use differences to benefit from one another
KovsieFM presenters, Tshwaro Thothela and Gontse Choane played host to the gathering and Pura Mgolombane, Dean of Student Affairs, encouraged the first-years to use their differences to benefit from one another and to learn from this opportunity. “Make sure that the good that you do is for yourself, for others and for the university,” he said.

Prof Nicky Morgan, Acting Vice-Chancellor and Rector, welcomed Prof Petersen, his wife Cheslyn, and their two sons, Curtis and Clayton, to the UFS.

The newcomers also had an opportunity to visit their respective faculties and get to know the staff and facilities better.

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