definiens: means, with respect to Lumena ’s obligations under this Agreement, thecarrying out of such obligations or tasks with a level of efforts and resources consistent with thecommercially reasonable practices of a similarly situated company in the pharmaceutical industry for theresearch, development or commercialization of a similarly situated pharmaceutical product as theLicensed Product at a similar stage of development or commercialization, taking into account efficacy, safety, patent and regulatory exclusivity, anticipated or approved labeling, present and future marketpotential, competitive market conditions, the profitability of the Licensed Product in light of pricing andreimbursement issues, and all other relevant factors . Diligent Efforts shall be determined on a market - by - market and indication - by - indication basis, and it is anticipated that the level of efforts required shall bedifferent for different markets and indications and shall change over time, reflecting changes in the statusof the Licensed Product and markets involved