TECHNOLOGICAL AND ORGANIZATIONAL TRANSFORMATION OPPORTUNITIES IN ENHANCING COMPETITIVENESS

Rezo Manvelidze E-mail: [email protected] Professor, Batumi Shota Rustaveli State University Batumi, Georgia https://orcid.org/0000-0001-9937-2020 Zanda Meskhidze E-mail: [email protected] Master’s, PhD Candidate Batumi Shota Rustaveli State University Batumi,Georgia https://orcid.org/0009-0007-6667-5173 Abstract: Technological and organizational transformation represents a fundamental prerequisite for achieving competitive advantage in the modern world. In the agri-food sector, this process takes on particular significance, as the transition from traditional methods to modern, efficient systems directly impacts production scales and product quality. This research investigates the current state and development prospects of technological and organizational innovations in Georgia's agri-food sector, with particular focus on the challenges and opportunities faced by small-scale farmers who constitute over 85% of the sector. The study employs a mixed-methods research approach, combining quantitative analysis of statistical data from national and international sources with qualitative research through expert interviews and case studies. The research examines export rejection rates across major international markets (EU, US, and China) during 2010-2020, analyzing the primary causes of non-compliance and their relationship to technological and organizational gaps. Special attention is paid to the implementation of precision agriculture, IoT technologies, and modern storage systems, alongside the development of cooperative models and supply chain optimization. The findings reveal significant improvements in export compliance since 2019, though persistent challenges remain, particularly in meeting EU standards for mycotoxin control. The research identifies key barriers to technological transformation, including limited access to capital, insufficient knowledge transfer mechanisms, and organizational fragmentation. Based on these findings, the study presents a comprehensive framework for sector transformation, incorporating specific recommendations for policy makers, business entities, and international collaboration partners. The proposed approach emphasizes the importance of synchronized technological and organizational development, supported by targeted state programs and international partnerships. Keywords: agri-food, technological transformation, organizational innovations, competitiveness, digital technologies, smart farming, supply chain optimization. JEL Classification: Q13, O13, O33, L23, M21, Q16