definiens: means to sell, offer for sale, import, export, transport, register, distribute, promote and market . together with other acti\'ities typicall\ ' associated with maximizing the market penetration, profit margins and commercialization of a pharmaceutical product . I NY126535211.2 • ) 1.9 I means efforts consistent with those generally utilized bv companie s of a similar size for their own internally developed pharmaceutical products of similar market potential, at a similar stage of their product life taking into account the existence of other competitive products in the marketplace or under developm ent . the proprietary position of the product, the regulatory structure involved, the anticipated profitability of the product and other relevant factors . It is understood that such product potential mav change from time to time based upon changing scientific . business and marketing and return on investment considerations . [COMPANY] - aventis ' obligations with respect to Commerciallv Reasonable Efforts shall terminate in the event that sanofi - aventis ' rights under this Agreement terminate . ! 1.10 ! means the form of cis-8 - mcthvl - N - vanillvl-6 - nonen amidc, referred to as Civamide and/or also as Zucapsaicin Covered bv any ofthe Licensor Patents and, or, eligible to Data Protection !