In what ways do companies within an industry converge? We address this by combining theory on competitive strategy and supply chain strategy to understand how companies can be differentiated in these dimensions. As competitive strategies are affected by internal and external factors, these affect strategy design and resource management of a company in order to remain competitive. Convergence occurs when an industry matures, and several regulatory or non-regulatory norms arise that firms move toward and, in the process, become more similar. Through developing a framework that addresses intra-industry convergence and taking the case of the European airline industry, we aim to demonstrate the application of using competitive strategy and supply chain strategy analyses to analyze and evaluate intra-industry convergence through a standardized model.