definiens: mean efforts consistent with those generally utilized by companies of a similar size f or their own internally developed pharmaceutical products of similar market potential, at a similar stage of their product life taking into account the existence of other competitive products in the market place or under d evelopment, the proprietary position of the product, the regulatory structure i nvolved, the anticipated profitability of the product and other relevant fac tors . With respect to [COMPANY], it is understood that such Product potential may ch ange from time to time based upon changing scientific, business and marketing an d return on investment considerations . Notwithstanding the foregoing, the Parties also acknowledge that [COMPANY] ( and its Affiliates ) do not always seek to ma rket its own products in every such country or seek to obtain regulatory app roval in every such country or for every potential indication . As a result, the exercise by [COMPANY] of Commercially Reasonable Efforts is to be determined by judging its efforts taken as a whole