Soon after the COVID-19 pandemic was declared in March 2020, Harvard Business School professor Ethan Rouen walked through Harvard Square in Cambridge, Massachusetts, and was unsettled by the silence and emptiness in a spot that is typically bustling with people shopping and eating at restaurants.
“There was not a single person or car,” he recalls.
The eerily quiet scene was a jarring reminder that the pandemic was taking a huge toll on many businesses that saw sales and revenue figures abruptly plummet.
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