definiens: means, with respe ct to the efforts to be expended by a Party with respect to any task or objective under this Agreeme nt, reasonable, diligent, good - faith efforts to accomplish such task or objective, which efforts sh all not be less than the efforts that other similar ly situated companies or individuals would normally us e to accomplish a similar task or objective under similar circumstances exercising reasonable busines s judgment, with respect to a product owned by it o r to which it has similar rights as the Product, whic h product is at a similar stage in its product life and is of similar market, commercial and profitability pot ential as the Product, taking into account efficacy, safety, approved labeling, the competitiveness of a lternative products in the marketplace, the proprietary position of the product, and other rele vant factors commonly considered in similar circumstances . It is understood that the level of e fforts required to meet the above standard may chan ge over time if there are changes in the status of the Product or of the above criteria applicable to the Product