In the strategic intent model of competitive advantage, Canon's successful entry into the photocopier market is an example of changing the rules of engagement.

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The strategic intent model of competitive advantage suggests that changing the rules of engagement can lead to competitive advantage. Canon's successful entry into the photocopier market is an example of this, as they introduced a new technology (plain paper copiers) which disrupted the prevailing industry norms and enabled them to gain a foothold in the market.

In the Strategic Intent Model of Competitive Advantage, Canon's Successful