T. Rowe: 'We're not for sale.' (T. Rowe Price Associates Inc)

T. Rowe Price Associates Inc. is not selling.

End of story. Forget about it.

That's how George A. Roche, new chairman and president of the Baltimore-based mutual fund giant, reacts to speculation that T. Rowe Price could follow Alex. Brown to the merger altar. And, in an interview with the Baltimore Business Journal, he indicated that if he never had to broach the subject again, he would not be disappointed.

"We are weary of answering that question over and over and over again," he said.

Roche hasn't even been the point man on this question all that long. He took over as head of the company's management committee last month, replacing former chairman George J. Collins, who resigned to participate in the Whitbread around-the-world yacht race.

But the change at the top has not altered management's firm stance against being acquired. Roche said the company's continued independence is in the best interests of everyone connected with T. Rowe Price, including employees, customers and shareholders.

"We are just not interested in affiliating with a larger" company, Roche …