Workplace creativity is something that I have never given much thought to when it comes to the ability of the company to be able to be productive and profitable. Sure, you can measure creativity and I know that there is testing that can help to determine what a person's social and personality traits are. The four conceptual domains into which new ideas can be classified are creative realism, conservative realism, creative idealism, and conservative idealism.

Realism focuses on the structure of an idea, something that can be actually formed with factual thought.  Idealism is often detached and sometimes has a tendency to have an emotional connection that perpetuates the differences between realism and idealism.  Then you have creativity and conservativism. Conservative viewpoints are often followed by a traditional role and are not one that tends to branch out and come up with new ideas.  This type of thinking is one that does not like change and will try and stay where they are and keep things how they are.  Where someone that has the creative role will often be someone with new ideas and willing to accept and offer up ideas for change.

Reference:

Thompson, L. (2003). Improving the creativity of organizational workgroups. Academy of Management Executive, 17(1), 96-111.