Many scholars have been looking at how a firm’s political positions can affect its relationship with a broad spectrum of stakeholders, but Whitler and Barta have zeroed in on one question: How should companies assess the threat of a negative reaction among consumers? “While the consequences can vary, the risk is greater than just a short-term dip in sales,” Whitler says. “When companies pick a side, it can change how customers on the other side perceive the brand, alienating them and risking a market share loss that’s difficult to recover from.”