definiens: . Commerciall y Reasonable Efforts means, with respect to an objective, the reasonable, diligent, good faith efforts of a Party ( including the efforts of its Af filiates and Sublicensees ) to accomplish such objective that a c ompany would normally use to accomplish a similar o bjective under similar circumstances, and, specifically with respect to obligations hereunder relating to a Com pound or Product, the carrying out of such obligations with those efforts and resources that a pharmaceutical c ompany would use were it Developing or Commercializing its own pharmaceutical products that are of similar ma rket potential at a similar stage in development or prod uct life as the Compound or Product, taking into ac count product labeling or anticipated labeling, present a nd future market potential, past performance of the Compound or Product, financial return, safety and efficacy, medical and clinical considerations, present and fu ture regulatory environment and competitive Third Party products, and the expected and actual amounts of ma rketing and promotional expenditures required, all as measu red by the facts and circumstances at the time such efforts are due