The Iberian alliance is very common in companies, due to geographical proximity, similarity in market behavior on some occasions or for logistical reasons. It is necessary to deepen the different motivations and know the advantages and disadvantages offered by this model. It is necessary to know if the consumption habits in both countries are similar or if, on the contrary, different behaviors are appreciated. Knowing all this data allows to expand business lines, diversify and grow. Identifying the market in neighboring countries is a way to get in touch with new business models and success stories applicable to the characteristics of our country.