As various research shows, this is factually incorrect and mischaracterizes one of the five forces of competition...(commonly known as Porter's Five Forces and here is a link to ground one's understanding)
http://www.investopedia.com/terms/p/porter.asp
In fact, the research on market share by drugs following launch shows that, after the first drug entry, there is considerable market share to go around. Specifically, 42% of the market is commanded by drugs for firms that launched 3rd, 4th, 5th and 6th. This research is irrefutably and factually correct.
So, it is illusory at best and misinformation at worst to suggest Elite will be affected in any manner by nascent competition in a growing and changing drug market. PERIOD!