Stoke chairman Peter Coates insists Ricardo Fuller remains an integral part of the Potters' plans.
Fuller hit the headlines on Sunday when he was shown a red card during a 2-1 defeat by West Ham.
The Jamaican international slapped his own captain, Andy Griffin, and had to be restrained by his team-mates as tempers boiled over at Upton Park.
Some Stoke supporters have called for the striker to be sacked in the wake of the embarrassing episode, but Coates believes things will not come to that.
He is due to meet with manager Tony Pulis to discuss what disciplinary action to take, with the forward likely to see his automatic three-match ban extended.
Coates told the Sentinel: "I will talk to the manager when he gets back but it is an internal matter.
"He is a very important player for Stoke and will be important for the second half of the season. But it is our affair and we will deal with it in our own way.
"We can recover from this. The team spirit at Stoke is good and will remain good.
"I am disappointed that it happened. It influenced the game and we could have got something out of the game. People have to learn to control themselves."