In commenting on the articles in this Editors' Forum, three questions are addressed: (i) how should we operationalize and measure creative outputs to enable a sound analysis of cross-cultural differences in creativity; (ii) could it be that culture impacts not only the valuation of originality and usefulness but also the psychological processes through which original yet useful ideas and insights are achieved; and (iii) does culture impact the domains in which individuals are more or less motivated to perform creatively? Using recent work on creativity as a starting point, and the key findings reported in this Editors' Forum, I propose that new research on culture and creativity would benefit from separating creative products from creative processes, and would do justice to the nature and functionality of cultures by asking not only when and how individuals and groups achieve creativity, but also why they would bother to be creative in the first place.

The articles in this forum present many innovative ideas on the role of culture in creativity. In this commentary, we first discuss the contributions of these articles in relation to two recurrent themes: (i) where creativity resides and (ii) what conceptual refinements are needed to push the field forward. Next, we oudine a process model of creativity and explain the role of culture at each stage of knowledge creation. We argue that successful innovation involves one or more iterations of the following three stages: (i) authoring new ideas; (ii) selecting, editing, and marketing new ideas; and (iii) acceptance of the new ideas in the market. The desired outcomes are different at the different stages, and culture influences all stages of the process. Specifically, existing knowledge provides a reference point for evaluating the originality of ideas; assumed cultural consensus provides the normative basis for idea selection, editing, and marketing; and actual cultural norms determine how likely an idea will be accepted in a culture. Furthermore, different social and psychological processes are at work at different stages of the creativity process, and culture can affect the outcomes of the creativity process through its effects on these social and psychological processes.