definiens: means, with respect to the efforts and resources to be expended, or considerations to be undertaken by a P arty with respect to any objective, activity, or de cision to be undertaken hereunder with respect to the Developmen t, Manufacture, or Commercialization of Product, th e reasonable efforts and resources to accomplish such objective, activity or decision that would be comp arable with the efforts and resources normally used by a simila rly situated company in the pharmaceutical industry in the exercise of its reasonable business discretion to a ccomplish a similar objective, activity or decision for a compound or product owned by it, or to which it has similar rights, which compound or product is at a similar s tage in its development or product life, is in a similar therap eutic and disease area and is of similar market pot ential, and in all cases taking into account : ( i ) the expected and actual competitiveness of alternative products ( in cluding generic or biosimilar products ) under development or sold i n the marketplace ; ( ii ) the nature and extent of ex pected and actual market exclusivity ( including patent coverag e, regulatory and other exclusivity ) of Product ; ( i ii ) the likelihood of Regulatory Approval given the regulat ory structure involved, including regulatory or dat a exclusivity ; and ( iv ) other relevant factors, inclu ding legal, medical, scientific, technical and comm ercial factors