Swindon Town manager Paolo di Canio has insisted he will not sell midfielder Matt Ritchie for less than £2m.
Bournemouth offered to take the 22-year-old on loan and then hand over £400,000 for his services when the transfer window reopens in January but the Robins turned down the deal.
"It's a good idea from Bournemouth because Ritchie can do a good job," Di Canio told BBC Wiltshire.
"Everybody's got their price. Are they ready to give £2m? This is my price."
Ritchie first arrived at the County Ground on loan from Portsmouth in February 2010.
He signed a permanent deal a year later and has gone on to make 47 appearances, scoring 10 goals.
And the Italian was quick to add that he intends to keep him in the side: "Ritchie is a top player for us and a big prospect. We absolutely cannot lose him.
"It's good for him and I'm sure with this money I could find a very good winger. If the club asked me 'would you sell Ritchie?' I'd say no.
"I want to win the league and he is one of the main parts."