140298080
An ad for US soft drink giant Pepsi is seen in Moscow February 29, 2012. - 

Large American companies like GE, Boeing and Pepsico do billions of dollars worth of business in Russia, and, in some cases, have spent the past 20 years building infrastructure and relationships with Moscow. They fear that if the U.S. imposes sanctions that are too tough, competitors in Europe and Asia could take advantage and step in. Meanwhile, U.S. businesses with operations in Crimea are facing a quandary of their own: whether to accomodate to Russia's absorption of Crimea or to sell, likely at a loss, and get out. 

Follow Noel King at @noeleking