I'm not sure if this belongs under the hood of the m2eclipse plugin or JBoss Tools; it seems that m2eclipse could also be to blame if I see what is created in the target directories. Anyway, I'll report the problem just in case it is helpful.

I have a simple Mavenized project with a parent pom that manages an ejb, war and ear module that I hot-deploy to a JBoss 7 server (by dragging the ear module to the server runtime). Pretty much the average JEE application structure.

When you provide a finalName in for example the maven EAR plugin, that is the name that Maven will give to the produced ear file. JBoss Tools however seems to ignore the finalName and uses the name of the Eclipse project (or the directory name as the module exists on disc) as the deployed name. An example will help to illustrate that:

ear module as it exists on disc: myproject-ear
finalName mentioned in the ear plugin: myproject

Maven will then produce a myproject.ear, JBoss Tools will hot-deploy a myproject-ear.ear

This may seem trivial, but this will break code that does manual JDNI lookups as the global jndi name of EJBs changes.

Similarly: the bundleFileName property of the Maven ear plugin will alter the resulting filename of packaged child modules and should also be considered by JBoss Tools during publishing.