definiens: shall mean with respecl 10 the effons to be expended by a Pany with rucpcd 10 anyobjcdiYC, reasonable, diligent, good faith effOdS to accomplish such objective as such Party would nonnaJly use to accomplish a similar objective ulldef similardn::umst : ux : es, it being understood and ag.reed that with rucpect to the dcve10pIlKlnt or commcn::iali : wion of a l > reduct, such efforts shall be 5ubstanlially equivalenllo those effons and resources conllnon ly used by a mid·si7.e bkltcehnology company ( as applicable to en ) or a large pharmacx : ulical company ( as applicable 10 [COMPANY] ) for a similar pharmaceutical product owned by il Of to which it has rights, which product is at a similar stage in its developmcnl Of product life Ill1d is of similar market potcntial taking into account efficacy, safely, approved labeling, the compclitiveness of alternative products in the marketplacx :, the I)ltem and othcr proprictary position of the product, the HkeHIIood of regulatory approval given the regulatory structure involved, the profitability of the product including the royalties payable to liccnson of patent Of other imcJ1cclUal propeny rights, alternative produets and othc : r relevant fllCtof$. Conuncn::i ally Reasonable Efforts shall be determined on a marlcet - by - markcl basis for a particular Pmducl, and it is anlicipatl'.(\ that the level of effOfl will be different fOl"different markets, and will ! ; ; hange overtiIlKl, renccting changes in the Uatus of the Product and the markel(s ) involved