Motivated by the study of decompositions of tensors as Hadamard products (i.e., coefficient-wise products) of low-rank tensors, we introduce the notion of Hadamard rank of a given point with respect to a projective variety: if it exists, it is the smallest number of points in the variety such that the given point is equal to their Hadamard product. We prove that if the variety $X$ is not contained in a coordinate hyperplane or a binomial hypersurface, then the generic point has a finite $X$-Hadamard-rank. Although the Hadamard rank might not be well defined for special points, we prove that the general Hadamard rank with respect to secant varieties of toric varieties is finite and the maximum Hadamard rank for points with no coordinates equal to zero is at most twice the generic rank. In particular, we focus on Hadamard ranks with respect to secant varieties of toric varieties since they provide a geometric framework in which Hadamard decompositions of tensors can be interpreted. Finally, we give a lower bound to the dimension of Hadamard products of secant varieties of toric varieties: this allows us to deduce the general Hadamard rank with respect to secant varieties of several Segre-Veronese varieties.
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