definiens: means those effor ts that a company within the bio - pharmaceutical industry would reasonably use, and s pecifically means, with respect to the Development and Commercialization of Licensed Compounds and License d Products, the carrying out of Development and Commercialization activities using efforts that a c ompany within the bio - pharmaceutical industry would reasonably devote to a product [ * * * ] . Without limit ing the foregoing, Commercially Reasonable Efforts require that ITI : ( i ) promptly assign responsibility for su ch Development and Commercialization activities to specific employees who are held accountable for progress and monitor such progress on an on - going basis, ( ii ) s et and consistently seek to achieve specific and meaningfu l objectives and timelines for carrying out such De velopment and Commercialization activities, and ( iii ) consist ently make and implement decisions and allocate res ources designed to advance progress with respect to such o bjectives and timelines