How to run an app in batch file? [duplicate]
The problem is that if the first parameter to START is a quoted string, it will assume that it is the intended title. If you need to pass a quoted string for the executable because of spaces in the pathname, put an empty string "" as the first parameter to START:
START "" "C:\Program Files\Mozilla Firefox\firefox.exe"
Editorial comment: This is stupid. If it were properly designed, start would require a switch (e.g., /T) to signal the window title.