definiens: shall mean with respect to the efforts to be expended by a Party with respect to any objective, the use of reasonable, diligent, good faith efforts to accomplish such objective as such Party would nonnally use to accomplish a similar objective under similar circumstances, it being understood and agreed that with respect to the research, 4 development or commercialisation of Product, such efforts shall be substantia lly equivalent to those efforts and resources commonly used by a Party for a product owned by it or to which it has rights, which product is at a similar stage in its development or producllife and is of similar market potential taking into account efficacy, safety, regulatory authority - approved labelling . the competitiveness of alternative products in the marketplace . the patent and other proprietary position of the Product, the likelihood of regulatory approval given the regulatory structure involved, the profitability of the Product taking into account the royalties payable to licensors of patent or other intellectual property rights, alternative products and other relevant commercial factors . Commercially Reasonable Efforts shall be detennined on a country - by - country basis for the Product, and it is anticipated that the level of effort will change over time ( including, to the extent appropriate, the reduction or cessation of active promotional efforts ), reflecting changes in the status of the Product and the market(s ) involved