1) Its not always recommended to run things as root
2) You can also try ./firefox
if you are in the current directory of firefox. In linux you need to pay attention to your path variable. Unless .
(the current directory) is in your path you will have to type ./program
if the program is in the same directory as you.
Also you need to pay attention to file permissions: In linux you have read-write-eXecute access.
ls -l
will do a list of directories and show the file permissions:
drwxr-xr-x 10 user staff 340 Oct 6 2012 GlassFish_Server/
drwx------@ 15 jeffstein staff 510 Oct 6 15:01 Google Drive/
drwxr-xr-x 20 jeffstein staff 680 May 14 2013 Kindle/
drwx------+ 67 jeffstein staff 2278 Jan 26 14:22 Library/
drwx------+ 19 jeffstein staff 646 Oct 23 18:28 Movies/
drwx------+ 15 jeffstein staff 510 Jan 3 20:29 Music/
drwx------+ 90 jeffstein staff 3060 Mar 9 20:23 Pictures/
drwxr-xr-x+ 6 jeffstein staff 204 Nov 3 21:16 Public/
drwxr-xr-x 22 jeffstein staff 748 Jan 14 2012 androidTools/
-rwxrwxrwx 1 jeffstein staff 1419 Aug 28 2013 color.sh*
This is an example of ls -l
here you can see color.sh has -rwxrwxrwx that means that anybody can read or write or run the file.
Without actually knowing where you installed firefox however I can't be of more help but these are some small pointers which might help.