definiens: means, ( a ) with respect to a Party ’s obligationsunder this Agreement relating to the conduct of a Research Plan, BB-301 Development Plan orother Development or Commercialization activities relating to Compounds and LicensedProducts, those efforts and resources that are consistent with the exercise of customaryscientific and business practices that a company within the pharmaceutical orbiopharmaceutical industry similarly situated to such Party would expend for development, regulatory, manufacturing and commercialization activities conducted with respect to products ata similar stage of development or commercialization and having similar commercial potential, taking into account all relevant factors, and ( b ) with respect to the efforts to be expended by aParty with respect to any objective or activity other than those described in clause ( a ), thosereasonable, good faith efforts to accomplish such objective or perform such activity as suchParty would normally use to accomplish a similar objective under similar circumstances . Withrespect to clause ( a ), the Parties hereby agree that the level of effort may be different for differentmarkets and may change over time, reflecting changes in the status of the aforementionedattributes and potential of the applicable Compound(s ) and Licensed Product(s )