sales imminent article .profitable in 2011 ?, page-16

This does not concern me nearly as much as another new generic entering the market.

Game theory will tell you that GS has no interest in cannibalising their Arixtra sales by setting their price too low for the identical generic in different packaging. This likely flags that GS will hold the price of their brand product with their generic trying to compete on price - sitting somewhere between Fonda and their brand product. The alternate strategy would be repricing the brand product down to better compete with Fonda - something we all expected.

NB: This is just a pricing strategy not a new competitor.