Purpose – The purpose of this paper is to point out the potential for further theorizing of the concept of mindfulness, by extending and nuancing present accounts of East-West dichotomies in relation to the concept. Design/methodology/approach – The paper takes the form of a literature review. Findings – Dichotomies of Western and Eastern approaches to mindfulness can be extended by analyzing key elements of their respective philosophies, notably through their different views on permanence versus impermanence, uni-directional versus mutual causality and conceptual versus non-conceptual knowledge. Through these key elements, a more nuanced picture of Eastern and Western elements can be identified in relation to quality management research and practice. The dual roots in Eastern and Western contexts point at the potential for further theorizing inherent in the concept of mindfulness. Originality/value – This paper takes a broad and nuancing view on present dichotomies of Eastern and Western accounts on mindfulness and points at the concept’s future potential.