The more companies that refuse to trade with Russia, or in Russia does no doubt help. But at the moment Putin only see's this being a hardship on his population that he doesn't care about just now.
Putin got to were he is today by being ruthless to anyone who gets in his way, either by threatening them or killing them.
In my experience bullies like Putin use other people to do their dirty work, and to put their life on the line not his.
Bullies are very brave when their own life is not in danger but become very concerned on reverse.
Putin is getting away with what he's always got away with, mainly threats. If you fold over again and again because of these threats there is no hope, and only one outcome, he wins again.
We are at this time watching people getting murdered, we cannot do this no matter what the threats. We should go in now and call Putin's, what I believe to be the biggest bluff in History.
I also think that he told China that he would be threatening nukes. China would not be sitting back so comfy if they knew Putin's threat was for real.
China are very interested in how Nato react to such a threat.