Carlton chief executive Brian Cook has called on the AFL to outline a "vision" for its elite women's competition amid ongoing calls for a plan geared towards full-time professionalism.
A growing number of AFLW players have voiced their dreams of one day moving beyond part-time status, and of playing full-length seasons in which teams play each rival club at least once.
But Cook is yet to see an indication the AFL has the desire to develop the women's competition to that point.
"It's about resources," Cook said. "It's about when can the AFL invest at larger levels, in larger amounts, and how quickly the AFL want for this competition to become full-time - if they actually do.
"I've never heard that really yet (from the AFL).
"There is work towards the AFL setting targets to reach before we get 14 rounds (or) 18 rounds.
"I don't think the AFL can afford to do it all next year, for instance.
"That's my perception and really it's a question the AFL have to answer."
Cook wants league chiefs to set out a strategic plan for the AFLW.
"The AFL have to provide us with a vision for the AFLW at some stage and I'm sure they're trying to work towards it," he said. "It's not as though they've left it by the side. They're working on it."
Carlton's women's program is undergoing a major shake-up in the wake of a review that resulted in last month's axing of coach Daniel Harford and football boss Brett Munro.
The Blues have not played finals since 2020 and the review found a need for a full-time coach, which Cook admitted Carlton should have implemented earlier.
Cook said the "next two or three weeks" is an important time for the club before the AFLW trade period and draft, with the Blues first seeking to appoint Munro's successor, who will then have input into the coaching selection process.
Star forward Darcy Vescio said players are still "grieving" the departure of Harford and Munro, and took ownership of the Blues' on-field failings.
"I hope that this can be a bit of a reset for us in terms of setting better standards for ourselves and each other," Vescio said. "For us to get better we need to acknowledge what we're feeling and be able to then look forward.
"I think we all know that this is what we need but when there are emotions involved and people losing their jobs, it's never nice, especially when you work so closely together."
Carlton on Thursday announced a five-year extension of their long-standing partnership with major sponsor Hyundai, with the car manufacturer to double its support of the Blues' women's program.