definiens: shall mean [, with respect to a Party, the efforts and resources which would be used ( including without limitation the promptness iIi which such efforts and resources would be applied ) by that Party consistent with its normal business practices, which in no event shall be less than the level of efforts and resources standard in the pharmaceutical industry fora pharmaceutical company similar in size to such Party with respect to product or potential product at a similar stage in its development or product life and of similar market potential taking into account mechanism of action, efficacy, safety, the anticipated Regulatory Authority approved labeling, the competitiveness of alternative products of Third Parties that are in the marketplace or under development . the patent and other proprietary position of the product . the likelihood of Regulatory Approval, the profitability of the product and other relevant factors . For clarity, the efforts required by a Party necessary to constitute Commercially Reasonable Efforts shall not be reduced by consideration of the fact in and of itself that such Party has an interest in developing or commercializing products other than Col1aboration Products that may be marketed for the same therapeutic indications as Collaboration Products