Industrial organization (I/O) model vs Resource-based model

There are two models concerning how a company can develop a strategy to receive Above-Average Returns :

  • Industrial organization (I/O) model and
  • Resource-based model
    Please, find information about these models in Sources of Corporate Information
     Moody’s Manuals
     Standard Corporation Descriptions
     Value Line Investment Surveys
     Dun’s Business Rankings
     Standard & Poor’s Industry Surveys
     Industry Week
     Forbes, Fortune, BusinessWeek

1) What model do you recommend to use for developing a company strategy?
2) Why?

Please, give your recommendations for your "Client" using not more than five sentences