Thank you, Snjezana.
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The workaround mentioned by Fred Bricon
<bundleFileName>ejb-{project.version}.jar</bundleFileName>did not work for me although.
Maven itself respects parameter bundleFileName, but eclipse's deployer - does not... even with recently updated Maven Integration for Eclipse 0.10.2 .20100623 from Sonatype, Inc.
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Looks like https://issues.sonatype.org/browse/MNGECLIPSE-2155 is fixed and closed already.
Is there any way to apply it for eclipse Galileo?