Introduction This paper will analyze the mission and vision statements of JPMorgan Chase & Co with respect to the performance of the organization. An evaluation of how the company lives its mission and vision statement will be provided. The strategic objectives of the organization linked to the mission and vision of the company will be evaluated. An analysis of the company's financial performance to determine the link between the company's strategic objectives, strategy and its financial performance. A competitive and marketing analysis of JPMorgan Chase & Co will be conducted to determine its strengths and opportunities. This document will include the applied differentiation strategy that will maximize the organization's return to shareholders. A scenario will be provided where a merger would be a viable strategy to implement. This scenario will detail who the merger would involve, the market conditions that make it a good choice, and the type of strategy that would make the merger a success. Appropriate rewards that best motivate employees towards achieving the desired strategy will be determined. An evaluation of how this company's current strategy supports ethical business behavior. Mission and Vision Statements JPMorgan Chase & Co's mission statement is "to be the best financial services company in the world" ("JPMorgan," 2013). According to its website it states: “At JPMorgan Chase & Co, we want to be the best financial services company in the world. Because of our great heritage and excellent platform, we believe this is within our reach” is the company's vision statement ("JPMorgan," 2013). This vision statement effectively communicates the values, purpose, identity, and primary corporate objectives of JPMorgan Chase & Co. Strategic ... half of the document ... recommends ethical business behavior. References Lazonick, W., & O'Sullivan, M. (2000). Maximizing shareholder value: A new ideology for corporate governance. Economy and Society, 29(1), 13-35. Retrieved from http://www.uml.edu/centers/cic/Research/Lazonick_Research/Older_Research/Business_Institutions/maximizing shareholder value.pdf(Lazonick & O'Sullivan, 2000)Dickson, P.R., & Ginter, J.L. (1987). Market segmentation, product differentiation and marketing strategy. Journal of Marketing, 51(2(April 1987)), 1-10. Retrieved from http://www.jstor.org/stable/1251125JPMorgan. (2013). Who we are. Retrieved from https://www.jpmorgan.com/pages/jpmorgan/aboutStead, W. E., Worrell, D. L., & Stead, J. G. (1990). An integrative model for understanding and managing ethical behavior in business organizations. Journal of Business Ethics, 9(3), 233-242. Doi: 10.1007/BF00382649