definiens: shalllmean withrespect totheefforts tobeexpended byaParty withrespect toanyobjective, theuseofreasonable, diligent, good faithefforts toaccomplish suchobjective assuchParty wouldnormally usetoaccomplish asimilar objective under similar circumstances, itbeing understood andagreed thatwithrespect totheresearch, development orcommercialisation ofProduct, suchefforts shallbesubstantially equivalent tothose efforts andresources commonly usedbyaParty foraproduct owned byitortowhich ithasrights, which product isatasimilar stage initsdevelopment orproduct lifeandisofsimilar market potential taking intoaccount efficacy, safety, Regulatory Authority - approved labelling, thecompetitiveness ofalternative products inthemarketplace, thepatent andother proprietary position oftheProduct, thelikelihood ofregulatory approvalgiven theregulatory structure involved,31.12