definiens: means for each Party, the carrying out of obligations in a diligent and sustained manner using such efforts and resources normally used by a company in the same business with similar resources as a Party for a 2 863721 product owned by it or to which it has rights of the type it has hereunder, which is of similar market potential at a similar stage in its development or product life, taking into account, without limitation, issues of safety and efficacy, product profile, the proprietary position of the product, the regulatory environment and status of the product, and other relevant scientific factors, market conditions then prevailing, including the competitive environment ( but without regard to other products being developed or commercialized by such Party outside of this Agreement ), profitability, profitability expectations, the extent of market exclusivity, the cost and any other burden to have the product approved by any relevant Regulatory Authority or any other authority or to obtain reimbursement approvals, health economic claims, and other similar factors reasonably determined by the Party to be relevant . as used herein shall be interpreted in a corresponding manner