definiens: . Commerciall y Reasonable Efforts means, with respect to an objective, the reasonable, diligent, good faith efforts of a Party to accomplish such objective tha t a company would normally use to accomplish a similar objectiv e under similar circumstances, and, specifically wi th respect to obligations hereunder relating to a Compound or Product, the carrying out of such obligations with those efforts and resources that a pharmaceutical company would use were it Developing or Commercializing it s own pharmaceutical products that are of similar market potential at a similar stage in development or prod uct life as the Compound or Product, taking into account produc t labeling or anticipated labeling, present and fut ure market potential, past performance of the Compound or Prod uct, financial return, medical and clinical conside rations, present and future regulatory environment and compe titive Third Party products, all as measured by the facts and circumstances at the time such efforts are due, wit hout giving any other product owned by such Party o r over which it has or may acquire rights any preferential treatment when compared to the objectives to be ca rried out hereunder