definiens: shall mean, with respect to the efforts and resources to be expended byLicensee ( or its Affiliates or any Sublicensees ) with respect to any objective under this Agreement, reasonable, diligent, good faith efforts to accomplish such objective as such party would normally use to accomplish a similarobjective under similar circumstances, it being understood and agreed that with respect to the discovery, development or commercialization of any Product, such efforts shall be substantially equivalent to those efforts andresources commonly used by such party for a product owned by it or to which it has exclusive rights, which productis at a similar stage in its development or product life and is of similar market potential taking into account efficacy, safety, approved labeling, the competitiveness of alternative products in the marketplace, the patent and otherproprietary position of the product, the likelihood of regulatory approval, the profitability and commercial potentialof the product to the applicable party, alternative products and other relevant factors