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Roll Back


Roll back in finance refers to a reduction or decrease in a market price, value, rate, or any other measurable phenomenon. This term is often used when describing a market change in the negative direction. In the stock market, for instance, a roll back might involve the price of stocks dropping down to a previous level.


The phonetic spelling of the keyword “Roll Back” is ˈrōl ˈbak.

Key Takeaways

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  1. Rollback is a technology feature that allows users to restore their system or files to a previous state. This can be particularly beneficial in situations where something goes wrong after an update or installation of a new program.
  2. Rollbacks can occasionally result in data loss if not performed correctly. It’s recommended to back up all important data before initiating a rollback. While it is a powerful recovery tool, it’s important to understand the potential consequences before its use.
  3. The capability to rollback is usually implemented within systems like databases, software configuration, and system updates. It contributes greatly to maintaining data integrity, ensuring reliability, and improving system availability.

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The business/finance term “Roll Back” is important because it refers to a strategy used in corporate finance and business situations to reduce the price of a product or service, aiming to increase sales volume and gain market share. More often, this term is associated with rollback prices in the retail world, where a company, such as a supermarket chain, may reduce prices on certain items for a period of time as part of a pricing strategy to attract customers. In the context of corporate finance, roll back can refer to the reduction in the exercise price of options and warrants if the company issues shares at a price lower than these derivative’s exercise price. Understanding and effectively utilizing “roll back” has the potential to drive revenue growth, customer loyalty, and overall business success.


Rollbacks are commonly used in financial and business environments, particularly in the context of stock splits, price reductions, or reversing operations. The primary purpose of a rollback is to make certain adjustments that are necessary for the smooth running of an organization. For instance, in a stock split, a company may decide to execute a rollback in order to decrease its number of outstanding shares in the market. By reducing the number of shares, the company aims to increase the per-share market price, thereby making the stocks seem more valuable and attracting more investors.In retail or sales environments, a rollback refers to a situation where a seller reduces the selling price of a product to attract more customers. This pricing strategy can help move merchandise more quickly, particularly for items that might be overstocked or gradually becoming less popular. In other instances, rollbacks are executed in the context of software updates. If a company releases a new software update that causes system glitches or customer dissatisfaction, it may decide to roll back the update, returning to the previous version of the software until the issues can be resolved. In each of these cases, the purpose of the rollback is to serve the best interests of the company, whether that involves financial health, customer satisfaction, or effective operations.


1. Walmart’s Rollback Pricing: Walmart, a leading retail corporation, regularly uses ‘rollback’ as a marketing strategy. This is where they reduce the prices of certain items to a previous lower cost. The objective is to increase the sale of these products through attractive pricing. This rollback is usually temporary and prices may revert to the original after a certain period or once the product has sold out.2. Stock Market Reverse Split: Rollback can also refer to reverse stock splits in the stock market. For instance, if a company’s share price is too low, it may decide to rollback or reduce the number of shares in circulation. For example, by initiating a 1-for-5 reverse split, a company would be effectively combining five shares into one, potentially lifting the price from $2 per share to $10 per share. Citigroup Inc. is a real-world example, having implemented a 1-for-10 reverse stock split in 2011 to boost its share price.3. Reassessment of Property Taxes: Local governments may perform rollbacks in situations where property values and consequently property taxes have inflated significantly. For example, if a city’s property tax collection increases enormously due to rising property values, they may choose to ‘rollback’ the tax rate, reducing it to a level where the overall tax revenue remains constant, ensuring taxpayers are not excessively burdened. This mechanism can be seen in countries like the United States, provided for by legal measures like Proposition 13 in California.

Frequently Asked Questions(FAQ)

What is the meaning of ‘Roll Back’ in finance and business terms?

Roll Back in finance refers to reducing the price of a commodity or security. It may also refer to a company’s act of decreasing the number of outstanding shares through a reverse stock split.

Can you provide an example of a Roll Back in finance?

Yes, a typical example is when a company decides to reduce its share price by performing a stock split where each outstanding share is divided into multiple shares, this process is called a roll back.

Is Roll Back beneficial for the investors?

The roll back itself doesn’t inherently harm or benefit investors. Its impact depends vastly on the reason why it was implemented and how the market reacts.

What is a reverse stock split in the context of a Roll Back?

A reverse stock split is a process where a company decreases the number of its outstanding shares. It increases the share price and earnings per share, without changing the company’s overall market cap. This is often synonymously used with the term Roll Back in finance.

How does a company execute a Roll Back?

A roll back, or reverse stock split, is executed by a company with the approval of the Board of Directors and shareholders. The company would then file this decision with the relevant authorities.

How does a Roll Back affect Stock Price?

After the Roll Back, each share of the stock will be worth more due to the decrease in the total number of shares in circulation. Keep in mind, however, that this does not change the total market value of the company’s shares.

Why would a company want to Roll Back its shares?

Companies typically perform a roll back to meet stock exchange listing requirements, to increase the stock’s price to attract institutional investors, or to convey the message that the company is financially sound.

Can a share price decrease after a Roll Back?

Yes, it’s possible. The Roll Back increases the price per share but it doesn’t guarantee the share price will remain high as the share price is largely determined by market forces.

Related Finance Terms

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