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This article is part of Football FanCast's Transfer Focus series, which provides opinion and analysis on recent transfer news...

According to The Sunday Mirror (July 14, page 67), Charlie Austin has turned down a move to West Brom this summer.

What's the word?

West Brom played out their first pre-season friendly over the weekend, being defeated 3-0 by Villarreal.

The Baggies were lacking any direct strikers with Oliver Burke being forced to play up top.

And with that in mind, Albion are in desperate need of signing a new forward.

They've already seen Dwight Gayle return to Newcastle following his loan spell whilst Jay Rodriguez has moved to Burnley.

However, they've now been dealt another huge blow. The Sunday Mirror (July 14, page 67) claims that West Brom and Southampton had agreed a fee for Austin, but he has rejected the chance to move.

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Dowling decision could backfire

West Brom have been incredibly slow when it's come to transfer business this summer and with just three weeks to go until the new season commences, they're left with some considerable holes still to fill.

Only Filip Krovinovic has walked through the doors of the Hawthorns but the setback they've suffered with Austin could have greater ramifications.

The truth is that West Brom waited too long to appoint a new manager, regardless of how big a coup Slaven Bilic arguably was for the Baggies.

Had they appointed someone quicker following the sacking of Darren Moore, their preparations for the upcoming campaign could have been in place far sooner.

Technical director Luke Dowling's waiting game, therefore, could backfire spectacularly.

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Albion have left themselves with an almighty job to do in the transfer market and the fact Austin has now rejected a move will only further set them back in their summer, meaning there's now even less time to integrate new players.

West Brom may have finally got their man in Bilic, but he's arguably been left with too little time to bring in fresh faces.

Of course, things can happen very quickly in football, but at the moment, Dowling could be left red-faced come the end of the summer.