table with changing value between coulmn

You don't mention the version of SQL Server - I'm expecting 2005 or higher, as this type of thing is much easier with CTEs (available from 2005 onward).

This will become even easier when "Denali" gets released into the wild, as that has LAG and LEAD and SUM(ORDER BY) functionality.

EDIT - I dropped the static EB column completely (and made sure to reference the previous ending balance as the current starting balance) to "prove" the calculation is working as expected. If you are wanting to run an update on the table you would change the final select to an update statement to update the static EB column if you were wanting to.

 DECLARE @TestTable AS TABLE
    (Product varchar(10),
     BB int,
     IC int,
     RI int,
     RO int,
     CMP int,
     RouteDate datetime)
INSERT INTO @TestTable 
SELECT 'item1' ,  0  , 0 ,  0  , 0  , 0  ,  '2/22/2011'UNION ALL 
SELECT 'item1' ,  0  , 0 ,  0  , 2  , 1  ,  '2/23/2011'UNION ALL
SELECT 'item1' ,  -3 , 0 ,  0  , 0  , 0  ,  '2/24/2011'UNION ALL
SELECT 'Item2' ,  0  , 2 ,  0  , 0  , 0  ,  '2/22/2011'UNION ALL
SELECT 'Item2' ,  2  , 7 ,  0  , 2  , 0  ,  '2/23/2011'UNION ALL
SELECT 'Item2' ,  7  , 0 ,  0  , 1  , 0  ,  '2/24/2011'
;
/* CTE "data" assigns a rownumber to each product so we can find the next line for balance calculation */
WITH    data
          AS (SELECT    Product,
                        BB,
                        IC,
                        RI,
                        RO,
                        CMP,
                        RouteDate,
                        ROW_NUMBER() OVER (PARTITION BY Product ORDER BY RouteDate) AS rn
              FROM      @TestTable TT),
/* rCTE is a recursive CTE to run the balance calculation per day in the correct order */        
        rCTE
          AS (SELECT    Product,
                        BB,
                        IC,
                        RI,
                        RO,
                        CMP,
                        BB + IC + RI - RO - CMP AS EB,
                        RouteDate,
                        rn
              FROM      data
              WHERE     rn = 1
              UNION ALL
              SELECT    cur.Product,
                        prv.EB,
                        cur.IC,
                        cur.RI,
                        cur.RO,
                        cur.CMP,
                        prv.EB + cur.IC + cur.RI - cur.RO - cur.CMP AS EB,
                        cur.RouteDate,
                        cur.rn
              FROM      data cur
              INNER JOIN rCTE prv ON cur.Product = prv.Product -- this join finds the previous value to get the end balance
                                     AND cur.rn = prv.rn + 1)
    SELECT   Product,
            BB,
            IC,
            RI,
            RO,
            CMP,
            EB,
            RouteDate
    FROM    rCTE
    ORDER BY Product,
            rn

I'd do it a lot simpler and avoid all that CTE stuff by using Quirky Update.

CREATE TABLE #TestTable
  (
     Product VARCHAR( 10 ),bb INT DEFAULT NULL,ic INT,ri INT,ro INT,cmp INT,
     eb INT DEFAULT NULL,RouteDate DATETIME,
     CONSTRAINT pk_PersonId PRIMARY KEY (Product, RouteDate)
  ); 

INSERT INTO #TestTable  (product,IC,RI,RO,CMP, routedate)
SELECT 'item1'  , 0 ,  0  , 0  , 0  ,  '2/22/2011' UNION ALL 
SELECT 'item1'  , 0 ,  0  , 2  , 1  ,  '2/23/2011' UNION ALL
SELECT 'item1'  , 0 ,  0  , 0  , 0  ,  '2/24/2011' UNION ALL
SELECT 'Item2'  , 2 ,  0  , 0  , 0  ,  '2/22/2011' UNION ALL
SELECT 'Item2'  , 7 ,  0  , 2  , 0  ,  '2/23/2011' UNION ALL
SELECT 'Item2'  , 0 ,  0  , 1  , 0  ,  '2/24/2011'
;
DECLARE @Product VARCHAR(10), @eb int, @BB int
SELECT @Product='', @BB=0, @EB=0
UPDATE #TestTable 
SET @BB=BB=CASE WHEN @product<>product THEN 0 ELSE @EB END,
    @EB=EB=@BB+IC+RI-RO-CMP,
    @Product=product
SELECT * FROM #TestTable