definiens: means, with respect to the efforts to be expended by a Party with respect to anyobjective, the reasonable, diligent, good faith efforts to accomplish such objective as such Party would normally useto accomplish a similar objective under similar circumstances . It is understood and agreed that with respect to theresearch, development and sale of Compound and/or Product by either Party, such efforts shall be substantiallyequivalent to those efforts and resources commonly used by such Party for pharmaceutical products owned by it or towhich it has rights, which product is at a similar stage in its development or product life and is of similar marketpotential taking into account efficacy, safety, approved labeling, the competitiveness of alternative products in themarketplace, the patent and other proprietary position of the Product, the likelihood of regulatory approval given theRegulatory Authority involved, the profitability of the Product including the amounts payable to licensors of patent orother intellectual property rights, alternative products and other relevant factors . Diligent Efforts shall be determinedon a market - by - market or country - by - country basis, and indication - by - indication basis, and it is anticipated that thelevel of efforts required shall be different for different markets and indications and shall change over time, reflectingchanges in the status of the Product and markets involved