definiens: shall mean, with respect to theefforts to be expended by a Party with respect to any objective, reasonable, diligent, good faith efforts to accomplish such objective as such Party wouldnormally use to accomplish a similar objective under similar circumstances, itbeing understood and agreed that with respect to the Discovery, Development orCommercialization of any Collaboration Product, such efforts shall besubstantially equivalent to those efforts and resources commonly used by suchParty for a product owned by it or to which it has rights, which product is at asimilar stage in its development or product life and is of similar marketpotential taking into account efficacy, safety, approved labeling, thecompetitiveness of alternative products in the marketplace, the patent and otherproprietary position of the product, the likelihood of regulatory approval giventhe regulatory structure involved, the profitability of the product, alternativeproducts and other relevant factors . Commercially Reasonable Efforts shall bedetermined on a market - by - market and product - by - product basis, and it isanticipated that the level of effort will change over time, reflecting changesin the status of the Collaboration Product and the market(s ) involved