“…The term exploration in the context of the strategic role relates to the investigation of new ideas and solutions, encompassing the organizational actions of search, discovery, experimentation and risk-taking (HO;LU, 2015;MARCH, 1991). With this focus, it involves experimenting with new ideas, paradigms, technologies, strategies and knowledge, with the aim of discovering alternatives that will surpass or at least meet the needs of the market (BENNER;TUSHMAN, 2003;LEWIN;VOLBERDA, 1999;SCANDELARI;CUNHA, 2013). According to Jansen et al (2006), exploratory innovation is based on developing strategies that will meet new demands for products and services, in a frequent cycle of reinventing the portfolio, accepting challenges to serve new markets, and developing new distribution channels and new units and production lines in order to achieve competitive advantage.…”