However, both organizations must implement an effective risk management strategy to avoid any significant losses. While utilities are not as exposed to market volatility, they still need to consider things such as rising fuel prices when setting their price. Retailers should also adapt according by considering how consumer demand changes might impact the bottom line (e.g. offering discounts in periods of low sales).
Overall then it is evident that each type of firm has its own unique set of risks and potential rewards associated with doing business; as such there is no clear answer as far as who holds more exposure – rather this should depend on the specifics of each case and require careful evaluation prior making any decisions about where best allocate resources moving forward.