definiens: means such level of efforts required tocarry out such obligation in a sustained manner consiste nt with the efforts [COMPANY] or [COMPANY], asapplicable, devotes at the same stage of development or commercialization, as applicable, for itsown internally developed pharmaceutical products in a similar area with similar market potential, at a similar stage of their product life taking into account the existence of other competitiveproducts in the market place or under development, the proprietary position of the product, theregulatory structure involved, the anticipated profitab ility of the product and other relevant factors [ * ] . It is understood that such product potential may change from time to time based uponchanging scientific, business and marketing and return o n investment considerations . TheParties acknowledge that [COMPANY] ( and its Affiliates ) doe s not always seek to market its ownproducts in every country or seek to obtain regulatory appr oval in every country or for everypotential indication