definiens: means, with respect to the eﬀorts to be expended by [COMPANY] with respectto any objective under this Agreement, reasonable, diligent, good - faith eﬀorts to accomplish such objective as [ * * * ] wouldnormally use to accomplish a similar objective under similar circumstances, it being understood and agreed that, withrespect to the Manufacture, conduct of Medical Aﬀairs Activities with respect to, and Commercialization of the Product, sucheﬀorts shall be substantially equivalent to those eﬀorts and resources commonly used by [ * * * ] for a product owned by it or towhich it has rights, which product is of similar market and economic potential as the Product, and at a similar stage in itsDevelopment or product life as the Product, taking into account eﬃcacy, safety, approved labeling, the competitiveness ofalternative products in the marketplace, the patent and other proprietary position of the product, the likelihood of RegulatoryApproval given the regulatory Page 4structure involved, the proﬁtability, and other relevant factors commonly considered in similar circumstances, in any eventexercising reasonable business judgment