To remain competitive in the race for innovation, companies must significantly enhance their capabilities in developing new products. The prevailing conditions increasingly compel companies to build not only technological expertise but also management skills. This is particularly true for the research and development sector. Based on the framework conditions of industrial research and development, strategies are presented to overcome these challenges. The focus is on the methods and tools of simultaneous engineering. Notably, the use of project management and Design to X methods is highlighted. Additionally, methods and tools for product planning (requirements specification, quality function deployment - QFD, target costing, etc.) are described. These discussions are complemented by representations of the organization.