definiens: ( i ) shall mean those efforts consistent with the exercise of customary scientific and business practices as applied in the diagnostic testing and genetic analysis industries in a particular jurisdiction for development and commercialization activities conducted with respect to other products of similar potential and market size in such jurisdiction, or ( ii ) shall have the meaning set forth below for purposes of the Licensed Product under the applicable In - License Agreement : [COMPANY] - [COMPANY] License Agreement -Confidential 3 FINAL ( a ) for purposes of [ CFH ] Licensed Products and [ 8CFHRl/3 ] Licensed Products, shall mean reasonably diligent efforts and resources consistent with practices commonly used in [ the research - based pharmaceutical industry for a company in a similar position as [COMPANY] at such time for a product using such company 's strategic core technology at a similar state in its development or product life, as applicable, of similar market potential, taking into account efficacy, safety, the competitiveness of alternative products in the marketplace, the patent and other proprietary position of the product, the likelihood of regulatory approval, and maintaining the first priority of rapid and effective development of the technology in [COMPANY] 's corporate strategy ; ] ( b ) for purposes of [ ARMS2 ] Licensed Products, shall mean commercially reasonable best efforts consistent with sound and reasonable business practice and judgment ; ( c ) for purposes of [ C3 ] Licensed Products, shall mean commercially reasonable efforts ; and ( d ) for purposes of [ CFB / C2 ] Licensed Products, shall mean reasonable commercial efforts