Knowledge@wharton

When it comes to rolling out new goods and services companies tend to choose one of two strategies as a way of generating interest in their products whether it’s Apple’s iPhone or Microsoft’s Surface Computing effort. One is pre-announcing the product to give customers partners and even competitors advance notice of what’s to come. The second approach is the surprise unveiling where a company hopes to make a big splash by giving few advance hints about an upcoming release. Which approach is best? It depends -- on the product the company and its position in the market say experts at Wharton. See acast.com/privacy for privacy and opt-out information.