definiens: means, with respect to a Company ’s obligation under this Agreement relating to any Product, the level of efforts i n carrying out such obligation in a sustained manner that is at least consistent with the efforts a similarly situated Person typically devotes to a product of similar commercial and scientific potential at a similar stage in its lifecycle, taking into con sideration its safety and efficacy, its cost to develop [ * ], the competitiveness of alternative Third Party products [ * ] and the nature and extent of its market exclusivity ( including Patent coverage and regulatory exclusivity ), the likelihood of regulator y approval, its expected profitability, including the amounts of marketing and promotional expenditures with respect to any Product and all other relevant factors . Diligent Efforts shall be determined individually with respect to appropriate and reasonably defined specific markets or groups of markets, and it is understood that the level of Diligent Efforts required during any specific period may vary from country to country and between different markets or groups of markets . Notwithstanding the foregoing, Diligent Efforts shall not require the performance of any task or activity in any country or region which task or activity would not be commercially reasonable in the opinion of the Board of Directors of the UK Company to perform