The coronavirus is battering the economy and creating uncertainty about future demand. The global economy is forecast to contract by 3% as billions of employees, customers, and consumers are unable to leave their homes, travel, shop or in some cases work. This has paralyzed entire industries, although created opportunities for others. The uncertainty about the future is so great that 20% of the corporations in the S&P1500 have withdrawn investor guidance on revenues and profits for the coming year.

Every economic crisis has both winners and losers warns Dave Reibstein, Professor of Marketing at the Wharton School of Business. “During various major crises that affect the economy—9/11, the 2008 financial crisis, and now the global…