Generic competition: a company sees its competitors as all companies that compete for the same consumer dollars.

一般竞争：一个公司把所有争夺同样消费者的钱的公司都看作竞争者。

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After the patent expires, those revenues will dwindle virtually overnight, as generic competitors enter the marketplace.

FORBES: Over-The-Counter Remedies That Would Reduce Health Care Costs

Pfizer and Lilly lost big name-brand drugs to generic competitors a little over a year ago.

FORBES: Connect

Bristol-Myers Squibb (59, BMY), whose shares have tumbled 20% since December, also faces problems with new generic competitors.

FORBES: Drugs of Choice