Citi , Kimberly Clark and Mars are some of the major U.S. companies still doing business in Russia. Retail Marketing Expert Dr. Olivia Johnson of the University of Houston explains it's all about the customer base. "If you don't have a customer base that is putting pressure on your company - your company is left to make your decisions on your own! For example - you see that Starbucks was really quick to leave really quick. That's because they know their customer base that frequents social media and will not be afraid to boycott them. "
Russian Alcohol, Seafood, And Diamond Imports Banned Under New Sanctions
Procter & Gamble, Unilever, and Nestle are still selling "necessities of life" in Russia - but are ending all new investments and advertising. Dr. Johnson observes, "I think that once consumers recognize what's going on - there will be some backlash!" International hotel chains and manufacturers that are staying feel their customer bases are not putting pressure on them to leave - possibly because they're just not aware.
Dr. Johnson sums it up this way: "The voice of the consumer is powerful!"
photo:GettyImages
Russian M&M's Photo: Getty Images