I would second the previous answer: Yes, make sure you're server sends the right MIME type. After updating the configuration, test that it sends the right headers using e.g. wget:
wget --save-headers http://..../x.jnlp -O -
And look for the headers with "Content-Type"
HTTP request sent, awaiting response... 200 OK
Length: 1155 (1.1K) [application/x-java-jnlp-file]
Saving to: `STDOUT'
HTTP/1.1 200 OK
Date: Mon, 30 Jun 2014 09:38:05 GMT
Server: Apache-Coyote/1.1
Accept-Ranges: bytes
ETag: W/"1155-1402308032000"
Last-Modified: Mon, 09 Jun 2014 10:00:32 GMT
Content-Type: application/x-java-jnlp-file
Content-Length: 1155
Keep-Alive: timeout=1200, max=100
Connection: Keep-Alive
Failing that, in Firefox Preference under Applications, find "JNLP file" and select the javaws executable, so that it will use that to "open" the JNLP file. The Java WebStart executable is called javaws.exe on Windows.