If you want to deliver a bundle of your application jar, together with all its dependencies and some scripts to invoke the MainClass, look at the appassembler-maven-plugin.
The following configuration will generate scripts for Window and Linux to launch the application (with a generated path referencing all the dependency jars, download all dependencies (into a lib folder below target/appassembler). The assembly plugin can then be used to package the whole appassembler directory to a zip which is installed/deployed along with the jar to the repository.
<plugin>
<groupId>org.codehaus.mojo</groupId>
<artifactId>appassembler-maven-plugin</artifactId>
<version>1.0</version>
<executions>
<execution>
<id>generate-jsw-scripts</id>
<phase>package</phase>
<goals>
<goal>generate-daemons</goal>
</goals>
<configuration>
<!--declare the JSW config -->
<daemons>
<daemon>
<id>myApp</id>
<mainClass>name.seller.rich.MyMainClass</mainClass>
<commandLineArguments>
<commandLineArgument>start</commandLineArgument>
</commandLineArguments>
<platforms>
<platform>jsw</platform>
</platforms>
</daemon>
</daemons>
<target>${project.build.directory}/appassembler</target>
</configuration>
</execution>
<execution>
<id>assemble-standalone</id>
<phase>integration-test</phase>
<goals>
<goal>assemble</goal>
</goals>
<configuration>
<programs>
<program>
<mainClass>name.seller.rich.MyMainClass</mainClass>
<!-- the name of the bat/sh files to be generated -->
<name>mymain</name>
</program>
</programs>
<platforms>
<platform>windows</platform>
<platform>unix</platform>
</platforms>
<repositoryLayout>flat</repositoryLayout>
<repositoryName>lib</repositoryName>
</configuration>
</execution>
</executions>
</plugin>
<plugin>
<artifactId>maven-assembly-plugin</artifactId>
<version>2.2-beta-4</version>
<executions>
<execution>
<phase>integration-test</phase>
<goals>
<goal>single</goal>
</goals>
<configuration>
<descriptors>
<descriptor>src/main/assembly/archive.xml</descriptor>
</descriptors>
</configuration>
</execution>
</executions>
</plugin>
The assembly descriptor (in src/main/assembly) to package the direcotry as a zip would be:
<assembly>
<id>archive</id>
<formats>
<format>zip</format>
</formats>
<fileSets>
<fileSet>
<directory>${project.build.directory}/appassembler</directory>
<outputDirectory>/</outputDirectory>
</fileSet>
</fileSets>
</assembly>