Each January, Apple CEO Steve Jobs takes the stage at San Francisco's Moscone Center for the MacWorld conference's keynote presentation. Rumors often fly weeks in advance as industry pundits and Apple fans alike speculate on what, if any, new products the company will unveil. Apple typically keeps its product plans tightly-held secrets until Jobs announces them with great flourish at industry events or carefully staged corporate presentations. In many instances, the product is ready to ship the day he announces it. Not so with all companies. Some - Microsoft comes to mind - present technology demonstrations of products that may not be released for months or even years in the future.

Which approach is best? It depends -- on the product, the company and its position in the market, say experts at Wharton.

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