The concept of “Not invented here” stems from consumers’ tendency to sometimes distrust novelties, products, or ideas originating from abroad. This phenomenon, often discussed by David Ogilvy, the founder of the eponymous advertising agency, is considered a significant risk factor for the success of a new product. It’s worth noting that there’s a variation intentionally developed by other advertisers, such as the J. Walter Thompson agency, which translates it as “Now perfected here.” This interpretation fuels the ongoing debate about the advantages and disadvantages of market globalization.