definiens: means : ( i ) where applied tocarrying out specific obligations under the Research Plan, including an approvedAdditional Support Plan, the exercise of such efforts and commitment of such resources, consistent with the exercise of prudent scientific and business judgment, as such Partywould apply to other research and development programs for pharmaceutical products itowns or controls ; and ( ii ) where applied to the development or commercialization of aLicensed Therapeutic Product, the efforts and resources that a similarly situated Entitywould apply to an active and continuing program of development or commercialization of apharmaceutical product ; in each case, of a market potential similar to the market potentialof such Licensed Therapeutic Product, at a similar stage of its product life, taking intoaccount the competitiveness of the marketplace, the proprietary position of such LicensedTherapeutic Product, the regulatory status involved, the pricing and launching strategy andthe relative safety and efficacy of such Licensed Therapeutic Product