When companies compete with each under in lawful manor it is called

Competition.

Explanation:

Competition refer to rivalry that occur between companies that sell the same product and service with the intention of making profits, revenue and market share growth. When companies compete with each other, the consumers get the best of their product and services in terms of price, quality and quantity.

Antitrust laws encourage companies to compete so that both consumers and businesses benefit from the competition. An important benefit of competition is a boost to innovation.