This paper presents a model to measure and to explain knowledge and sustainable competitive advantages generation within the Efficient Consumer Response (ECR) framework. Some specific goals are: a) identification, selection and validation of intellectual capital and of sustainable competitive advantages, b) study of what we name associate concepts: facilitators, implantation drivers and critical success factors, c) develop a validation of a methodology for the measurement model and of the indicators adaptation degree, meeting the demand of related companies and consultants. Results show that individual improvement, work conditions, management style, learning improvement, education, management by objectives and work environment influence directly the human capital increase. Data mining techniques, generation of manuals of procedures and processes, and continuous improvement can be evidenced for a structural capital increase. Increase of relational capital is in direct relationship with the creation and improving of standard procedures for clients, their satisfaction, management by categories, and loyalty programs. To conclude, the implementation of ECR practices generates and increases the intellectual capital, or knowledge, in the organizations by positively promoting the generation of sustainable competitive advantages.