Roberto Martinez insists Wigan would rather lose Chelsea target Victor Moses on a free transfer next summer than let him go at a cut price.
The European champions are interested in signing the forward and Latics chairman Dave Whelan has admitted he would be prepared to sell, but only if his valuation of around £9million is met.
Moses, who joined the Latics from Crystal Palace for £2.5m in January 2010, is set to face the Blues in Sunday's Premier League opener.
Manager Martinez is standing firm over the 21-year-old, insisting the club will not allow him to go on the cheap.
"Victor's 21, he's got a year left on his contract and my chairman is always very clear," he told the Daily Mirror.
"We would rather have Victor for a year rather than selling him under his value.
"We don't have to sell players, so we will never undervalue players.
"We will never stand in the way of players who want to move on to other projects - let's say a player who can move on and try and win the Premier League - but in football, and in life in general, if you want something, you have to meet the valuation.
"Until that happens, it's not an issue.
"Remember, we made a huge investment in Victor when he was 19 and in the Championship, which other clubs wouldn't.
"We will never undervalue one of the biggest talents in this league. Clubs must respect that."
The manager is confident Moses will not be affected by the speculation linking him with a Stamford Bridge move in Sunday's game.
He added: "From Victor's point of view, he's fit and available and if anyone can cope with anything from a mental point of view then it's Victor.
"When he came from Crystal Palace at the age of 19, he was desperate straight away to play - I have never seen such a mature young man.
"Victor is a strong man who has been through many things in his life already. He loves the game and once he gets on the pitch, the world stops for him."