definiens: means, with respect to particular tasks or activi ties hereunder in developing or Commercializing a P ROTIVA Product, a level of efforts applied to such tasks o r activities reasonably consistent with the efforts commonly use d by similarly - situated companie s in the pharmaceutical industry ( taking into account, among other things, the size, available resources, avail able funding, product lines and other relevant character istics of such companies ) to conduct such activitie s on products at a similar ( as compared to the P ROTIVA Product at the applicable time ) stage in its produc t life and of similar market potential, profit potential a nd strategic value resulting from its own research efforts, based on information and conditions then - prevailing, including, withou t limitation, efficacy of the product, the competitiveness of alternative product s in the marketplace, the patent and other propriet ary position of the product, the likelihood of regulato ry approval given the regulatory structure involved and the likelihoo d of adequate reimbursement . Commercially Reasonabl e Efforts shall be determined on a country by country or market - by - market basis ( as mo st applicable ) for a particular P ROTIVA Product, and it is anticipated that the level of effort will cha nge over time reflecting changes in the status of t he P ROTIVA Product and the country ( or markets ) involved