Parma want €40 million for Sebastian Giovinco.
The attacking midfielder has been linked with Juventus and Chelsea, among several European heavyweights, this season.
"How much is Giovinco worth? I ask you if he is worth any less than Javier Pastore or Alexis Sanchez?" Parma president Tommaso Ghirardi said.
"We don't have the need to sell him and he won't definitely leave," Ghirardi continued. "Giovinco is calm about the situation.
"He wouldn't mind staying, but like all players, he dreams of a big team. Juve can talk to us with great tranquillity."