definiens: means efforts and resources commonly associated withgood business practice and standards in the research - based p harmaceutical industry toresearch, develop or commercialise ( as appropriate ) a prod uct of similar market potential at asimilar stage in its product life, taking into account eff icacy, the competitiveness of alternativeproducts and product candidates in the marketplace ( excludin g other products owned orcontrolled or marketed by a Party or any of its Affiliate s ), the patent and other proprietary positionof the product, the likelihood of regulatory approval given the regulatory structure involved, theprofitability of the product including the royalties paya ble to licensors of patent rights, alternativeThird Party products and product candidates and other rel evant factors . CommerciallyReasonable Efforts where appropriate shall be determin ed on a market - by - market basis for aparticular product, and the level of effort may change o ver time, reflecting changes in the status ofthe product and the market involved