The view from the top of business. Presented by Evan Davis, The Bottom Line cuts through confusion, statistics and spin to present a clearer view of the business world, through discussion with people running leading and emerging companies. The programme is broadcast first on BBC Radio 4 and later on BBC World Service Radio, BBC World News TV and BBC News Channel TV.

Evan Davis asks his executive guests about instant gratification. Much of our economy is devoted to providing instant pleasure to consumers, rather than long-term satisfaction. But how far should companies restrain themselves when they do so? They also examine the psychology of competition in business - how focussed are companies on their rivals?

Joining Evan in the studio are Richard Evans, President PepsiCo UK and Ireland; Rita Clifton, chairman of branding consultancy Interbrand; Nathalie Gaveau, founder and chief executive of social shopping application Shopcade.

Producer: Ben Crighton
Editor: Stephen Chilcott.