definiens: shall mean, with respect to the efforts to be expended by a partywith respect to any objective, using those reasonable, good faith efforts at least consistent with the efforts such partywould devote ( and which shall in any case be at least consistent with the level of effort and resources that would bereasonably expected of a company in the pharmaceutical industry of similar size and scope to such party ) to aproduct of similar market potential, profit potential ( determined without taking into account payments under thisAgreement ), stage of development and strategic value resulting from its own research efforts, based on all relevantfactors and conditions then prevailing . Without limiting the foregoing, Commercially Reasonable Efforts in all casesrequires at least that ( i ) each party promptly assigns responsibility for such obligations on an ongoing basis ; ( ii ) eachparty sets and consistently seeks to achieve meaningful objectives for carrying out such obligations ; and ( iii ) eachparty consistently makes and implements decisions designed to advance progress with respect to such objectives