store = new InMemoryNamingStore();
try {
final Reference globalReference = GlobalNamespaceObjectFactory.createReference(name, (Context) store.lookup(new CompositeName()));
final NamingStore javaContext = this.javaContext.getValue();
javaContext.rebind(null, NameParser.INSTANCE.parse(name), globalReference, Reference.class.getName());
} catch (NamingException e) {
throw new StartException("Failed to bind EE context: java:" + name, e);
}
}