Wake-up call in Redmond

The continuing backlash -- from both sides -- about Microsoft's decision against backing a failed gay-rights bill raises broader questions about corporate responsibility, as business reporters Todd Bishop and Dan Richman note:

The uproar over Microsoft Corp.'s change of position on Washington's gay rights legislation is causing its top executives to ponder when -- and whether -- a company should take official stands that go beyond the basic business of making and selling products.

They aren't alone.

Experts in corporate citizenship say Microsoft's situation illustrates a difficult question faced by many large companies -- especially on divisive social issues where there is no consensus among employees, executives, shareholders and customers.

It's a particularly thorny question for liberal-leaning Seattle corporations whose stands on political issues might put them at odds with customers in other parts of the country.

Judging by the range of approaches taken by different companies, there's no universal answer. But one expert said the national spotlight now on Microsoft should provide "a wake-up call" for other companies to consider how to balance their support for social causes with the divergent viewpoints of the people important to them. ...