please provide a detailed answer to the following questions

Please provide a detailed answer to the following questions.

1.) Which do you believe is most important for a company’s competitive advantage: internal consistency or market competitiveness? Explain your answer.

2.) Two employees perform the same job, and each received exemplary performance ratings. Is it fair to give one employee a smaller percentage merit increase because his pay falls within the 3rd quartile but give a larger percentage merit increase to the other because his pay falls within the 1st quartile? Explain your answer.