In this paper we consider an oligopolistic industry with m+1 firms in which there are m profit-maximizing firms and one consumer-friendly firm. We analyze Stackelberg competition and Cournot competition in an endogenous-timing framework, and show that the social welfare with consumer-friendly firm as a leader is the highest relative to the other two cases. We also show that the consumer friendly firm exhibits the first-mover advantage whereas the pure profit-maximizing firms do not have such an advantage.