public synchronized void start(StartContext context) throws StartException {
final NamingStore namingStore = namingStoreValue.getValue();
try {
final Reference reference = ManagedReferenceObjectFactory.createReference(context.getController().getName());
final Name name = NameParser.INSTANCE.parse(this.name);
namingStore.bindCreatingParents(null, name, reference, Reference.class.getName());
} catch (NamingException e) {
throw new StartException("Failed to bind resource into naming store [" + namingStore + "] at location [" + name + "]", e);
}
}