Marcus Rashford "has to change" before returning to action for Manchester United, says head coach Ruben Amorim.
It is seven weeks since Rashford, 27, last featured for his club and the England forward said in December he was "ready for a new challenge".
Rashford has once again been left out of Manchester United's squad for Thursday's Europa League encounter against Romanian side FCSB in Bucharest.
"Imagine a talent like Rashford, our team should be so much better with him - but he has to change," Amorim said on Wednesday.
"If he changes, we are more than welcome [to include him] - and we need it. But in this moment we have to set some standards. We are waiting for Rashford, if he wants it really bad.
"You [the media] want to make it personal, I have nothing against Marcus, but I have to make the same rules for everybody.
"We need goals, we need [players who can go] one against one, we need threat in the final third."
Rashford trained with United at Carrington on Wednesday morning but was omitted from the 21-man Europa League squad, amid speculation about a move away from Old Trafford before the transfer window closes on Monday.
After Sunday's 1-0 win at Fulham, boss Amorim said he would prefer to select his 63-year-old goalkeeping coach rather than play someone who did not meet his standards.
Rashford made his debut for Manchester United in 2016 after coming through the club's youth ranks, and has scored 138 goals in 426 appearances for the senior team.
"The situation is the same for every player. I will not put [in] any player that doesn't give the maximum," added Amorim.
"When I feel it is the right moment, I will put in any player to play. We are a better team with Rashford, that is clear, but until the right moment I will not change my mind."
Former United striker Wayne Rooney says it is "really sad" to see Rashford's time at the club apparently ending like this.
Speaking on Sky's Stick to Football Podcast, Rooney says he has told Rashford to "leave the club" because he "needs a fresh start".
"I was surprised when this started two years ago, now I'm not," said Rooney.
"Because whatever is going on in his life or at Manchester United, he's not the same, he's not him.
"I think it's really sad that a local lad from Manchester... I was at the academy presentation day with my kids the other day and they're talking about the history of the club, and Marcus is on videos there when he's a kid. And to see how it ends like this..."
Former United defender Gary Neville said Amorim's actions are part of a "business play".
"I believe Amorim wants the money back for Marcus and he's said that to probably shine a light on him and get him out the club," said Neville.
"They're probably asking Marcus at this time to take a wage cut to leave the club.
"They don't want to subsidise the wages to a new club, so I suspect it's a brutal blow on him for them to say 'look there's no future for you here, we need you out'.
"It's a business play as well as an honesty play."