definiens: means efforts and resources commonly associatedwith good business practice and standards in the research - ba sed pharmaceutical industry toresearch, develop or commercialise ( as appropriate ) a prod uct of similar market potential at asimilar stage in its product life, taking into account eff icacy, the competitiveness of alternativeproducts and product candidates in the marketplace ( excludin g other products owned orcontrolled or marketed by a Party or any of its Affiliate s ), the patent and other proprietary positionof the product, the likelihood of regulatory approval g iven the regulatory structure involved, theprofitability of the product including the royalties paya ble to licensors of patent rights, alternativeThird Party products and product candidates and other rel evant factors . CommerciallyReasonable Efforts where appropriate shall be determin ed on a market - by - market basis for aparticular product, and the level of effort may change o ver time, reflecting changes in the status ofthe product and the market involved