Any Dispute shall first be referred to the respective senior executives of the Parties (or their designees), who shall confer in good faith on the resolution of the issue. Any final decision mutually agreed to by the senior executives shall be conclusive and binding on the Parties. If the senior executives are not able to agree on the resolution of any such issue within thirty (30) days (or such other period of time as mutually agreed by the senior executives) after such issue was first referred to them, then either Party that desires further resolution of such issues shall, by written notice to the other Party, elect to initiate an alternative dispute resolution (“ ADR ”) proceeding pursuant to the procedures set forth in Section 12.5(b) for purposes of having the matter settled.