The purpose of this paper is to explore the core forces and drivers of the creative transformation of a traditional industry through the assessment of the mares’ milk industry (MMI). Using an exploratory single case study, this research reveals the main driver mechanisms and challenges of the creative transformation of a traditional industry using the case of the MMI in Kazakhstan. Grounded theory, along with in-depth interviews of 36 MMI business staff in Kazakhstan, has been used in this study. The research identifies the following four key driving factors for transforming a commodity-based traditional industry into a cultural creative emerging industry: National demand, ingenuity and creativity, affordance (support), and actors (attitudes, skills, and characteristics). This study also explores challenges, such as administrative negligence, the threat of losing authenticity, poor industry cooperation, and cultural branding. A sustainable transformation into a creative MMI requires the government to give its full attention to implementing existing-related policies, emphasizing the role of authenticity, stressing the importance of industry cooperation, and promoting iconic branding. The study findings will help policy makers, administrators, and related stakeholders to understand the transformation of the MMI when developing related policy, strategy, and sustainable development. The findings can also serve as guidelines for other traditional agricultural sectors that are undergoing transformation into creative industries.

中文翻译：

---

理解传统母马奶业向创意产业的转变：来自哈萨克斯坦的经验证据

本文的目的是通过对马奶产业（MMI）的评估，探索传统产业创造性转型的核心力量和驱动力。本研究通过探索性的单一案例研究，以哈萨克斯坦的 MMI 为例，揭示了传统产业创造性转型的主要驱动机制和挑战。本研究使用了扎根理论以及对哈萨克斯坦 36 名 MMI 业务人员的深入访谈。研究确定了以商品为基础的传统产业向文化创意新兴产业转变的四个关键驱动因素：国家需求、独创性和创造力、可供性（支持）和行为者（态度、技能和特征）。本研究还探讨了挑战，例如行政疏忽、失去真实性、行业合作不佳和文化品牌的威胁。向创意MMI的可持续转型需要政府充分重视落实现有相关政策，强调真实性的作用，强调行业合作的重要性，推广标志性品牌。研究结果将帮助政策制定者、管理人员和相关利益相关者在制定相关政策、战略和可持续发展时了解 MMI 的转型。调查结果还可作为其他正在向创意产业转型的传统农业部门的指导方针。向创意MMI的可持续转型需要政府充分重视落实现有相关政策，强调真实性的作用，强调行业合作的重要性，推广标志性品牌。研究结果将帮助政策制定者、管理人员和相关利益相关者在制定相关政策、战略和可持续发展时了解 MMI 的转型。调查结果还可作为其他正在向创意产业转型的传统农业部门的指导方针。可持续转型为创意MMI，需要政府充分重视落实现有相关政策，强调真实性的作用，强调行业合作的重要性，推广标志性品牌。研究结果将帮助政策制定者、管理人员和相关利益相关者在制定相关政策、战略和可持续发展时了解 MMI 的转型。调查结果还可作为其他正在向创意产业转型的传统农业部门的指导方针。和相关利益相关者在制定相关政策、战略和可持续发展时了解 MMI 的转型。调查结果还可作为其他正在向创意产业转型的传统农业部门的指导方针。和相关利益相关者在制定相关政策、战略和可持续发展时了解 MMI 的转型。研究结果还可作为其他正在向创意产业转型的传统农业部门的指导方针。