Large, global firms, always take advantage of local market conditions to maximize their revenues. This means pricing high in markets that can bear the weight, and low in markets that cannot.

Just because your firm may not be challenging for the mantle of World's Largest does not mean that you can't leverage the same market-based approach. In fact, by failing to do so, you may be losing out on sales volume (in markets where price sensitivity is high) and on revenues (in markets where price sensitivity is low).