definiens: mean, as the case may be, exerting such efforts andemploying such resources as would normally and objectively be exerted or employed by a similarly situated companyfor a product of similar market potential, profit potential and strategic value at a similar stage of its product life, takinginto account the competitiveness of the relevant marketplace, the patent, intellectual property and developmentpositions of third parties, the applicable regulatory situation, the pricing / reimbursement situation, the commercialviability of the product and other relevant development and commercialization factors based upon then - prevailingconditions . In no case will Commercially Reasonable Efforts include the LICENSEE ceasing development and pursuitof approvals for pricing, reimbursement by appropriate agencies, and marketing by Relevant Regulatory Agencies ofLicensed Product for longer than twelve ( 12 ) months in countries defined in 3.3a ii ( A ) and six ( 6 ) months in countriesdefined in 3.3a ii ( B ) ( excluding any cessation of activity due to safety concerns or otherwise requested or required bya Relevant Regulatory Agency )