definiens: means those efforts and resources consistent with the usual practice of PFIZER inpursuing the development or commercialization of its own pharmaceutical products that are of similar market potential as theLicensed Products, taking into account all relevant factors including product labelling or anticipated labelling, present andfuture market potential, past performance of Licensed Products and PFIZER ’s own pharmaceutical products that are of similarmarket potential, financial return, medical and clinical considerations, present and future regulatory environment andcompetitive market conditions, all as measured by the facts and circumstances at the time such efforts are due . Withoutlimitation to the generality and principles stated above, the following shall be treated as evidence that PFIZER has satisfied itsobligations to use Commercially Reasonable Efforts : ( i ) receipt by ATHERSYS of applicable Event Milestone Payments,(ii ) progressing development and commercialisation of Licensed Products in accordance with Research Plans, ClinicalDevelopment Plans ( including regulatory plans ) and plans for Launch ; ( iii ) cooperation in relation to, funding or maintenanceof [COMPANY] Patent Rights pursuant to Section 11, and ( iv ) maintaining meaningful dialogue with Regulatory Authorities toprogress any clinical or regulatory issues which have delayed or may delay Clinical Development Plans and/or Launch