definiens: shall mean ( with respect to the efforts to be expended by a Party withrespect to any objective ) reasonable, diligent, good faith efforts to accomplish such objective as such Party wouldgenerally use, in accordance with its usual business practices to accomplish a similar objective under similarcircumstances for such Party ’s benefit exclusive of the other Party . With respect to any objective relating to theDevelopment, Manufacture or Commercialization of a Program Product by a Party, means efforts and resources generally used by such Party, in accordance with its usual business practices, withrespect to a product owned by such Party, or to which such Party has similar rights, that is of similar market andtherapeutic potential at a similar stage in the Development or life of such product, taking into account issues ofsafety, efficacy, costs of development, product profile, the proprietary position of the product including the nature andextent of its market exclusivity ( including Patent coverage and regulatory exclusivity ), the regulatory structureinvolved and the likelihood of approval, profitability of the product, and other relevant scientific, technical andcommercial factors