definiens: means ( i ) with respect to the efforts to be expended by any Party other than as provided in subsection ( ii ) or ( iii ) below, those reasona e, lIgen, good faith e orts to accomp IS suc objective as such Party would normall use to accom lish a similar ob·ective under similar circumstance, ( ii ) with respect to the eve opmen an CommercIa lzatlOn 0 a ye al a e ompoun or [COMPANY] Product by [COMPANY], those efforts and resources normally used by [COMPANY] for [COMPANY] 's own compounds ( including internally developed, acquired and in - licensed compounds ) at a similar stage in the development or life as such [COMPANY] Available Compound or [COMPANY] Product, taking into account issues of safety, efficacy, product profile, the competitiveness of the marketplace, the proprietary position of the [COMPANY] Available Compound or [COMPANY] Product, applicable regulatory considerations, reimbursement matters, profitability of the [COMPANY] Available Compound or W eth Product and other relevan scientific and commercial factor, and ( iii ) with respect to th Develo ment b -3 - CF1 - 00369800 _ - _ _ v.-.p . .... ' IT"~~ .-~.,~ .. - ' -•. - ... -- ...... ~---.----- _ _ = -, ..., .... - ..,, _ _ _ ~-:--_~ _ _ _ Phannacopeia of a [COMPANY] Available Compound, those efforts an resources reasonably used by an entity in the pharmaceutical industry of similar resources and expertise as Phannacopeia, for such similar entity 's own compounds ( including internally developed, acquired and in - licensed compounds ) with similar market potential at a similar stage in development or life as such [COMPANY] Available Compound, taking into account issues of safety, efficacy, product profile, the competitiveness of the marketplace, the proprietary position of the [COMPANY] Available Compound, applicable regulatory considerations, reimbursement matters, profitability of the [COMPANY] Available Compound, and other relevant scientific and commercial factors . Commercially Reasonable Efforts will be detennined on a country - by - country basis for a particular Agreement Compound and 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 A eement Compound or Product and the country(ies ) involve