definiens: means with respect to a Party, the eff011s and resources normally applied by such Party to its other programs, lead candidates and pharmaceutical products of similar commercial potential at a similar stage in its product life, but no less than a sustained, continued and active commitment of efforts and resources ( fmancial and otherwise ) consistent with those nonnaIly applied in the pharmaceutical industry for a novel, high - priority program and product of similar commercial potential at a similar stage in its product life, Without limiting the foregoing, Commercially Reasonable Efforts shall require the applicable Palty to : ( i ) promptly assign responsibilities for activities for which it is responsible to specific employee(s ) who arc held accountable for the progress, monitoring and completion of such activities, ( ii ) set and consistently seek to achieve meaningful objectives for carrying out such activities, and ( iii ) consistently make and implement decisions and allocate the fuJI complement of resources necessary or appropriate to advance progress with respect to and complete such objectives in an expeditious mannel : In considering a pharmaceutical product 's commercial potential, a Party shall not consider ( A ) any other pharmaceutical product such Party is then l'esearching, developing or commercializing, alone or with one or more collaborators or ( 8) any payment required to be made by such Pal1y hereunder