Major brands weigh the benefits of staying in the Russian market: Airbnb wins the brand reputation game, while Uniqlo and Shell may have misjudged the situation.

The news: Companies including Airbnb, Uniqlo, Netflix, and Shell all continue to debate the pros and cons of operating in Russia after its invasion of Ukraine prompted global rebuke that has made the country a commercial outcast. The big takeaway: Russia isn’t a huge market, but it’s not a small one, either.

Major retailers like Starbucks, Uniqlo, Nike and Apple had temporarily shuttered their stores, while small and medium-size retailers are being hit particularly hard as foot traffic dwindles. (Some brands like Apple and lululemon athletica have begun to reopen their stores, signaling a potentially improved outlook.).