definiens: means efforts that are consistent with the efforts and resources normallyused by a Party in the exercise of its reasonable business discretion, relating to the research anddevelopment progression of a potential pharmaceutical product owned by it 2 or to which it has exclusive rights, with similar product characteristics, which is of similar market potential ata similar stage in its development or product life, taking into account issues of patent coverage, safety andefficacy, product profile, the competitiveness of the marketplace, the proprietary position of the compound orproduct, the regulatory structure involved, likelihood of obtaining regulatory approval, the profitability of theapplicable products ( including, without limitation, pricing and reimbursement status achieved ), and otherrelevant factors, including without limitation technical, legal, scientific and/or medical factors . For purposes ofclarity, shall be determined on a market - by - market and indication - by - indication basis for a particular Product and it is anticipated that the level of effort may be different fordifferent markets and may change over time, reflecting changes in the status of the Product and themarket(s ) involved