(MoVW)5O14-type oxides were identified as the active and selective components in industrial acrylic acid catalysts. Tungsten is suggested to play an important role as a structural promoter in the formation and stabilization of this oxide. Vanadium is responsible for high catalytic activities but is detrimental for the stability of this oxide at the necessary high concentrations for optimum catalytic performance. The activity of mixed MoVW oxide catalysts for methanol, propene, and acrolein partial oxidation could be considerably improved, when the amount of the (MoVW)5O14-type oxide was increased by thermal annealing. A model is proposed on the basis of the correlation between Raman wavenumber and bond order and degree of reduction, which explains the observed different selectivities of MoO3−x and the (MoVW)5O14-type oxides in terms of metal–oxygen bond strengths, i.e. oxygen basicity and oxygen lability, respectively. According to this model, the (MoVW)5O14 mixed oxide catalyses partial oxidation because of its intermediate C–H activation and oxygen releasing oxygen functionalities. However, these (MoVW)5O14-type industrial oxidation catalysts are heterogeneous and highly complex systems. Their physicochemical characterization also revealed that their chemical bulk and surface compositions vary with thermal activation and oxygen potential. A core-shell model is suggested to describe the active catalyst state, the shell providing a high number of active centers, the core high electronic conductivity and ion mobility. The fact that the surface composition of such catalysts is considerably different from their bulk compositions, most probably implies that the “molecular structure” at their surface differs too considerably from their bulk crystal structure. Hence, the posed question about the active catalyst structure and its relation to its catalytic performance cannot unambiguously be explained by the crystallographic structure, but still remains unsolved.