definiens: means, with respect to a Party 's obligation under this Agreement to Develop or Commercialize a Product, the level of efforts required to CatTY out such obligation 111 a sustained manner consistent with the effot1s a similarly situated biopharmaceutical company ( in the case of [COMPANY] ) or pharmaceutical company ( in the case of Collaborator ) devotes to a product of similar market potential, profit potential or strategic value within its portfolio, based on conditions then prevailing . Diligent Efforts requit'es, with respect to such an obligation, that the Party : ( a ) promptly assign responsibilit y for such obligation to specific employee(s ) who are held accountable for progress and monitor such progress on an on­going basis, ( b ) set and consistently seek to achieve specific, meaningful and measurable objectives for carrying out such obligation, and ( c ) consistently make and implement decisions and allocate resources designed to advance progress with respect to such objectives